At AAA of Oregon/Idaho I was responsible for all of the visual design and played a large part in the launch of the company’s rebranding initiative, “Keep Life Going”. As an association we wanted to capture a new, younger audience while not discriminating against our older established market. I accomplished this through the use of imagery that captured life at it’s best and focused on clean designs with minimal but informative copy.
To really capture the essence of the new tagline I focused on using imagery that featured individuals, friends, and families enjoying life in a variety of ways. From a college road trip to a quiet afternoon at home, we wanted our images to be candid shots with vibrant colors that didn't feel as though they were your run-of-the-mill stock photos. We paired these with brief but informative copy written in a voice that complimented the overall feeling we were trying to evoke. We also wanted to take this imagery and imagine it across our promotional items as well. AAA sponsors many events in the Portland area, many of which are cycling focused. I created bike jerseys and an inflatable arch to compliment the feeling we were trying to capture in our advertising.
As part of our rebranding we wanted to not only change the way we were approaching new customers, but also our existing member base. Our most direct method of mail communication is in our renewal newsletter, mailed to each customer annually when their membership is about to expire. We learned through member surveys that many of our customers were unaware of the amount of offerings AAA has, such as discounts for travel and insurance, as well as new services such as free identity theft monitoring. We felt that this communication was the perfect opportunity to enforce the overall value of a membership to our customers.
Another part of our revised communication was in our membership handbook. Originally this booklet was over 30 pages of information and terms and conditions that were hard to follow and disorganized. We met with members from the leadership team to propose changes that we thought would greatly improve the value of the handbook. The final result of many meetings and compromises on both parts we ended up with a final product that was clean and easy to follow while still being a source of valuable information. I chose to lay the booklet out in a style that was inspired by roadmaps that are iconic to AAA, something that would be small enough to mail in a standard envelope and fit easily inside our customer's glovebox where they would use it most.
As part of our new image we also wanted to liven up our email communications. This included developing a new, responsive design that would be easy for anyone in the department to edit as needed. We chose a template and I adjusted the code as needed to fit our brand. To increase engagement I created graphics that strayed a little from the photo-heavy imagery to help keep our frequent communications fresh and unique.