Brand Design

Safeco brand relaunch

Visual storytelling for print, web, and live experiences

Overview

Following Liberty Mutual’s acquisition of Safeco Insurance, the organization faced a pivotal moment. Beyond updating visual identity, Safeco needed to align employees around a new brand story - quickly, clearly, and at scale. The challenge was not simply to redesign materials, but to help people understand who Safeco was becoming and how to communicate that consistently across channels.

As a Senior Graphic Designer on Safeco’s Brand and Advertising team, I helped translate brand strategy into practical tools and experiences that supported adoption, engagement, and long-term consistency.

The Strategy

We centered the brand relaunch on in-person brand rallies, using live experiences as the entry point for education and engagement. These events allowed us to introduce the new brand in a human, memorable way while reinforcing key concepts through visual storytelling, printed materials, and interactive elements.

To support the rollout beyond the rallies, we built a comprehensive ecosystem of tools - including brand guidelines, print collateral, and digital resources - that made it easy for teams to find, understand, and apply the new standards.

My Role

As a senior member of the brand team, I worked across strategy, design, and execution. My responsibilities included:

• Leading the design and development of detailed, practical brand guidelines

• Designing and producing materials for in-person brand rallies

• Creating digital tools and a brand microsite to support adoption

• Redesigning existing marketing collateral to align with new standards

• Acting as a brand steward to ensure consistency across communications

• Sourcing and licensing brand imagery to ensure proper usage rights

My role required close collaboration with marketing, leadership, and internal communications, as well as a strong focus on usability and scalability.

Key deliverables

Brand Guidelines (Print)

Designed to prioritize clarity and real-world application, the guidelines established typography, layout, color, and imagery standards that could scale across teams and channels.

Rally Materials & Educational Posters

Print materials used during brand rallies helped visually reinforce key ideas, including customer and agent personas, brand voice, and messaging priorities.

Brand Microsite

I designed and coded a centralized microsite that served as a single source of truth for brand resources - bringing guidelines, templates, and tools together in one accessible location. (Press Play to watch interactions.)

Interactive Experiences

To make learning engaging and memorable, I created interactive games used during live events to reinforce brand concepts and agent personas in an approachable way. (Press Play to watch interactions.)