FBL (Protectant Auto Insurance)


FBL Financial Group is a $14 billion financial services organization that sought to build a new car insurance presence online. The challenge was how best to enter an already crowded marketplace that has several entrenched brands with deep pockets (GEICO, Progressive and others). FBL already owned the ‘Protectant‘ name, so Cohesion’s first initiative was to a solid strategic position for this new brand. From there, we created a logo/identity system and a messaging platform that leverages FBL’s greatest strength—which was also a strong consumer desire identified during research. Protectant offers a unique balance of online independence and personal guidance, giving consumers not only more choice, but also more control.