Cusack Insurance

There are extremes in the variety of graphic design clients you can work with. While some large companies have volume after volume of brand guidelines, others, like this insurance broker from Illinois, have nothing – not even a logo. I find both of these extremes the easiest to work for. For example, a well-defined set of guidelines isn't hard to screw-up and provides a good framework to begin with. Likewise, when offered complete freedom it can be a lot of fun to try new things. It's that middle ground, where a client sort-of knows what they want, but doesn't have much for you to work with, that things can get difficult. 

Provided with only a business card and the direction "we like the color green", I created this spot for Cusack Insurance. It was clear from their copy points that they wanted to instill a sense of trust. I decided to design the animated poster as-if the company were much older than it was. While we gave them a second "safe" option, they pretty much approved this version in the first round. The only note we got was to add the photograph of the founder at the end.