Texas Farm Bureau Insurance – Insurance Services Rebrand
Role: Director of Strategy & Audience Engagement
Client: Texas Farm Bureau Insurance Companies
This project repositioned a century-old insurance brand to reconnect with a declining membership base. The work translated complex financial concepts into accessible, human storytelling while aligning internal stakeholders and external audiences around a renewed value proposition.
The Challenge
Texas Farm Bureau Insurance needed to grow and retain a declining membership base that did not fully understand the value or financial impact of life insurance. The brand required modernization without losing the trust built over more than 100 years.
my role
I led strategy and audience engagement for the rebrand, repositioning the heritage brand for both B2B stakeholders and B2C members. I designed and launched a multichannel content program with measurable outcomes, built a scalable content engine across media, and integrated member and stakeholder testimonials to humanize the brand and reinforce credibility.
The impact
The rebrand delivered award-winning marketing, including a J.D. Power affiliation, and supported trackable lead generation. The work improved brand perception both internally and externally, strengthening trust while modernizing how the organization communicated value to its members.
See My Other Projects
