Goosehead thinks about insurance differently by providing the customer with a broad choice of coverage and a world-class customer experience. To clearly synthesize this idea, we developed the brand promise of Smarter Insurance. By Design. This promise reflects Goosehead’s approach to providing better insurance options customized to the individual needs of each customer.
We now needed a brand voice to bring our promise to life. While many insurance companies can be seen as the Caregiver archetype focused on nurturing and warmth, we went in a completely different direction.
Understanding Goosehead’s relentless focus on wanting to change the way people think about insurance, we landed on the Revolutionary archetype. Revolutionary brands find their identity outside current social structures and are faithful to deeper, truer values to those prevailing in their industry. We felt a Revolutionary archetype, combined with the promise of Smarter Insurance. By Design., would support the brand’s drive for industry-changing innovation, with attitude.