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We started with the rebranding of a 111-year-old “dusty” brand. With the unique founder story of Louis Brandeis, it was time to retell the story of a no-nonsense company with a no-nonsense product. A product that has protected families for generations.


Life insurance may not be the sexiest product to market, but it’s connection to protecting individuals and families in an uncertain world resonated with our audience and throughout the messaging of the campaign.


We started with a pledge which ultimately became also the company’s mission:


Our No-Nonsense Pledge

  • We pledge to protect your family’s future with life insurance that is simple, affordable, and  hassle-free.

  • We pledge to offer some of the lowest rates in the country.

  • We pledge to keep the buying process simple and convenient.


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