NJM Insurance Ad Campaign
Advertising campaign graphics
NJM Insurance was looking for a way to highlight the new savings package they were offering their customers, which bundles both home + auto insurance together.
To address this refresh, I wanted to provide an option that stepped away from the stock lifestyle photography that had been traditionally used in NJM advertising and instead take a more creative, abstract approach – scenes made of cut paper framed within a heart, to show the fragility of everything we love about the lifestyles we hope to protect. It was meant to symbolize NJM’s role in bundling together the two insurances, creating one complete package that cuts down on the tedious decision-making process of insuring both a house and a car.
The first round of illustrations I created worked off this theme of the thin paper illustrations within heart shapes. I worked out several different iterations of that idea for the team to review. A couple of them had a road/ribbon wrapping around signifying that it was all tied together in a package deal.
Based on the initial round of feedback, I further revised my illustrations and landed on these two. The NJM brand colors are blue and green, and the team wanted to see both of them represented to make it feel more on-brand.
After another round of feedback, I versioned out several more options showing the paper cut scenes within other shapes, including a more stately wooden picture frame and a more state-relevant New Jersey shape.
During this phase I also versioned out the print ad designs.
And here are those two concepts rolled out to billboards.