The nature of insurance is safeguarding the future.
When Cross Insurance came to BG BrandLab to build a brand identity and sponsored content campaign, we used this idea to fuel a creative brainstorm.
As an insurance company, Cross gives businesses it works with tools and resources that help them feel good about where their futures are headed. With this in mind, BG BrandLab proposed an overarching brand positioning statement that strongly and succinctly communicates this idea: Putting your best future forward.
The sponsored content strategy aligned this statement with content that shows Cross is on the forefront of thinking toward the future. A four-article, multi-media series focusing on innovative startups and businesses was conceived and executed, with two of the most progressive industries chosen to highlight: alternative energy and health care.