AF Group

Challenge / Objective

AF Group approached us with four established, high-performing brands — each respected, each distinct, and each perceived as operating independently. Their challenge was not capability, but cohesion. They needed to be recognized as the nation’s foremost collective of workers’ compensation insurance companies, without diluting the equity of the individual brands that stakeholders already trusted.

AF Group approached us with four established, high-performing brands — each respected, each distinct, and each perceived as operating independently. Their challenge was not capability, but cohesion. They needed to be recognized as the nation’s foremost collective of workers’ compensation insurance companies, without diluting the equity of the individual brands that stakeholders already trusted.

Solution

We began with a comprehensive exploration of audiences, stakeholders, and market perceptions. We uncovered that every brand carried significant equity. Too much to merge, but perfectly positioned to connect.

From these strategic insights, AF Group was born.

We created an interconnected brand framework that strengthens each entity while highlighting collective force. Cohesive design systems, refreshed websites, and a series of ongoing campaigns make the unity visible and unmistakable. And this flexible, human-centered framework equips every brand to speak to diverse regions and audiences with one resonant voice.

Result

A unified brand family that stands as a national leader in workers’ compensation insurance. A renewed, enduring narrative that transforms insurance from mundane to meaningful.