IFS Insurance

In 2017, IFS Insurance came to Delaware Business Times for an advertising campaign, and I was selected to design it. I created print ads, a web ad and two email designs built on one message: dependable relationships, reliable coverage. The campaign ran in Delaware Business Times and carried into 2018 with a new version for Innovation Delaware.

My Role

Designer: full campaign, from print to digital

Client

IFS Insurance, through Delaware Business Times

Project Scope

Campaign Design · Print Advertising · Web Advertising · Email Marketing

The Brief

IFS Insurance came to Delaware Business Times for an advertising campaign, and I was selected to design it. The brief was built around one line, “Dependable relationships. Reliable coverage.” The work needed to show business owners that IFS had served Delaware, Pennsylvania, Maryland and New Jersey for more than 50 years across eight specialties.

Building the Campaign

I built the campaign around people, not policies. A team photo with hands joined made “relationships” something you could see, and the headline ran across it in one strong line. A clean white panel carried the story and the specialties, and a blue footer anchored the agency’s address and phone.

One Campaign, Every Format

I adapted the design into print ads, a 250 x 350 web ad and two email designs. The photo, headline and blue footer stayed consistent, so the brand read the same in print, on screen and in the inbox.

The Result

The half-page ad ran on page 5 of Delaware Business Times on August 22, 2017. In 2018 the campaign carried into Innovation Delaware with a version for technology and life sciences businesses, using lab imagery while keeping the same headline, layout and blue footer.

Takeaway

A strong campaign idea should stretch. Because the system was simple (one photo, one line, one footer), it moved easily from print to screen and reached a new audience the next year.