TRAVELERS INSURANCE
This 150+ year old iconic insurance brand tragically lost its gold standard “Umbrella” brand icon as a result of corporate shenanigans from then-partner Citigroup. The brand endured a decade of watching their red umbrella mark sitting atop the Citi Group brand until in a late-game Christmas-time negotiation victory, Travelers bought back their brand icon and hired Replace to redesign and re-integrate the iconic red umbrella into this industry founding global brand. The Umbrella had never been designed and optimized for the rigors of small space digital or the animation / interactive opportunities of the 21st century. Replace was honored to lead the design direction and redesign this classic brand icon for next 100 years.
