Progressive Boat Insurance

Experiential, Brand Design Direction, Illustration

Progressive is known for it’s disarmingly humorous marketing for home and auto insurance. Their boat insurance should be no different. Boaters are united by their love of the open water, they are driven by a diverse set of passions. These products were made to have fun— like gliding, riding, and all wheel driving fun—and our brand voice reflects that (when appropriate). We wanted the art and design style of the activation to reflect it as well.

I developed a bold design system that encapsulates the revival of traditional boardwalk signage. The illustration style and use of a limited color palette is an appreciation for the art of sign painting. The wordplay, typography style, and hierarchy of the lockups helped to visualize tongue in check nature of a sea side town.