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Brett S. Traylor Creative Direction & Design

Allstate

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

Allstate planned to launch a new website where its community of independent agents could purchase Allstate-branded marketing materials. We created the ​“Agency Marketing Storefront” along with a system of sub-identities for products and services for sale there. Our work clarified and expanded Allstate’s support for agents and did so in a visually engaging way.

Close up of the Allstate Agency Marketing Storefront logo affixed to a streetront window.

The creation of the Agency Marketing Storefront was a critical initiative — but one that really needed the right touch when it came to branding it. Brett and his team provided the perfect blend of imagination and pragmatism to do it right.

Kerry Hackett, Regional Marketing Director, Allstate

Allstate Agency Marketing Storefront brand collateral template for the TaG marketing platform.
Allstate Agency Marketing Storefront brand collateral template for the Digital Presence marketing platform.
Allstate Agency Marketing Storefront brand collateral template for the Blueprint marketing platform.
Allstate Agency Marketing Storefront brand collateral template for the TaG marketing platform.
Allstate Agency Marketing Storefront brand collateral template for the Blueprint marketing platform.
Allstate Agency Marketing Storefront brand collateral template for the Digital Presence marketing platform.

Type, logos, patterns, imagery, and iconography can be combined in a variety of ways. The brick-and-mortar motif expands and contracts to create fields of texture, color, and messaging. All treatments subscribe to the standards of existing Allstate brand guidelines.

Allstate Agency Marketing Storefront enrollment web page.
Allstate Agency Marketing Storefront TaG marketing platform web page.

To further test drive the new identity system, we provided design sketches of the AMS and platform user interfaces. We created storefront “signage” imagery that further emphasized a sense of place for the Storefront.

Allstate Agency Marketing Storefront sales presentation cover template.
Allstate Agency Marketing Storefront sales presentation page template for the Blueprint marketing platform.
Allstate Agency Marketing Storefront sales presentation page template for the Digital Presence platform.
Allstate Agency Marketing Storefront sales presentation page template for showing platform statistics.

We created styles for sales presentation decks that can be used to sell to independent agents.

Page from the Allstate Agency Marketing Storefront brand guide showing logotype usage guidelines.
Page from the Allstate Agency Marketing Storefront brand guide showing template for marketing platform straplines.
Page from the Allstate Agency Marketing Storefront brand guide showing guidelines for graphical brand pattern usages.

To emphasize that the Agency Marketing Storefront is the place to buy marketing services, an abstract brick-and-mortar motif was employed as a device for both the AMS and marketing platform identities.

Marketing platforms can differentiate themselves by name, signature color, and custom iconography—the combination of which is governed by a template to ensure overall consistency. Platform icons are loosely based on differentiating characteristics of the service. In addition to being featured in the platform lockup, the icon can also be used in an expressive pattern form.

The most direct and effective element for distinguishing one platform from the next is the strapline—a simple, one-sentence value proposition that can be used as an editorial lead-in, headline, or logo lockup. Thinkso recommended and developed the straplines to help Allstate agents more easily choose the resources they want to purchase.