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Experiential Design Drives an Established Brand to a Youthful Market
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Design Management Review
- Article date:
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April 1, 2008
- Author:
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;
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Copyright informationCopyright Design Management Institute Spring 2008. Provided by ProQuest LLC. (Hide copyright information)
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State Farm's involvement with teen driver safety is a natural extension of its history with auto safety in general, dating back to the introduction of guard rails and seat belts. Here, Judi Jacobs and Jeff Hackett explore how the company's in-house creative team designed a youth-inspired, interactive experience with a twofold purpose: to deliver a compelling commentary on safety and, more subtly, to introduce the corporate brand to a new audience.
At the heart of any company-at the heart of any brand-is the promise it makes to its customers. State Farm has been delivering promises in the form of insurance policies since 1922.'
Coupled with its business objectives is a social responsibility ...
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