Jaemi Aoh

Vision for

the Rebrand

Erie Insurance Rebrand: What Really Matters

This rebrand isn’t about picking new colors or refreshing our logo. It goes deeper than that.

We’re making sure everything works together—the words we use, the images we show, the feeling we create. It all needs to tell the same story, naturally and honestly.

Our Purpose

We want to remind our policyholders what this is really about: protecting the things that matter most in their lives. The people they love. The homes they’ve built. The moments they cherish.

Through real, relatable imagery, we’re showing customers that we get it. We understand because we share the same values. We’re people protecting people.

Three Promises We Make:

Restoring Peace – We bring calm when life gets chaotic.

Removing Risk – We protect you from life’s uncertainties.

Valuing You Above All – You come first, always.

This rebrand is our way of getting back to basics—reminding everyone why Erie Insurance exists and what we stand for. It’s not just a new look. It’s a renewed promise to be there for what matters most.

Invoke feelings of what we value most at home. Moments of being present with our pets. In our worn out flannel and jeans. Savoring the quiet moments.

Tri-Panel Brochure written content by Carolyn Sennet.

Having just started my own family at this time. It invoked feeling of Saturday afternoon naps with my kids. Making me think of what means home for me personally.

Never Lose the Human Touch

A key motto by Erie Insurance Founder H.O. Hirt's mandate to "Never Lose the Human Touch," I developed a concept while working with Tom Hagen (Chairman of the Board) in his Fourth Edition of In His Own Words. My design was soon adopted as the tagline for the IT Division, an initiative that gained significant momentum thanks to Richard Holmgren.