Progressive Insurance: Creating brand communication tools and a successful catalog program, while ensuring the integrity of one of the world's most respected brands

For amazing service and the world's most competitive pricing for auto insurance, the Progressive Insurance brand sets the standard. Maintaining the integrity of that brand in the marketplace is critical. Which is why Progressive turned to Nead Brand Partners for its clothing and specialty merchandise catalog three years in a row. NBP was also responsible for sustaining Progressive billboard campaigns in both Ohio and Florida. Read more. . .

Few understand the Progressive brand better than our growth partner, Mark Nead. Prior to forming NBP, Mark was Art Director with the Consumer Marketing Group at Progressive, and was responsible for a spectrum of projects including corporate identity, brand standards, print collateral, internal communications, outdoor and print advertising, direct mail, exhibit displays and vehicle graphics.

Mark was selected in 1998 to lead Progressive's design group, in collaboration with Hal Riney & Partners, through the insurance company's first brand development initiative. The campaign included an NFL sponsorship program for which Mark developed brand identity systems, print collateral, promotional campaigns and a full-page ad featured in Sports Illustrated.

The Progressive Collection catalog was first developed under Mark's design direction in 1993, then dramatically re-envisioned by Mark in 1996. Recognizing that Progressive's employee "audience" was largely comprised of young, career-driven individuals, the program was redesigned to reflect Progressive's diverse culture. As a result, the new materials served not only as a catalog, but as an effective recruitment tool. The catalog also went a long way to build internal brand messaging and build enthusiastic support for the program by featuring Progressive employees as clothing models.

Since then, The Progressive Collection has become a brand in itself. Themed "A Celebration of Progressive People," the catalog continues to reflect the culture and individuality of the employees represented, while maintaining a high level of quality that employees expect. Currently in its twelfth season, The Progressive Collection, now available online, boasts sales of more than $3 million annually.