Rebranding Ad Campaign: Hortica
Rebranding, Copywriting, Strategy, Creative Direction, Project Management, Social Media
Hortica, a leading national horiticultural insurance provider steeped in history and a strong reputation, was looking to launch a national campaign that repositioned the company as the leader in their field.
The Path Forward
Shifting from an existing campaign shift that was offbeat and out of character, to ones that represented who they were: a trusted, reliable partner.
In coordination with a team of art directors and copywriters as creative director, I storyboarded and conceptualized three national print campaigns—magazines, mailers, displays, and newspapers. These campaigns were:
"Shadow Series": The people behind the services (adjusters, agents, loss control specialists) who were the true "strength" and support that each provided their clients.
"Disaster Series": The power of Mother Nature and copy with succinct, declarative, and bold statements that grabbed attention and underscored how Hortica can be the insurance provider you can lean on.
"Icon Series": The services offered using icons and short statements.
The "Shadow Series" was the primary campaign, while "Disaster" and "Icon" were supplemental.