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- Title
Experiential Design Drives an Established Brand to a Youthful Market.
- Authors
Jacobs, Judi; Hackett, Jeff
- Abstract
State Farm's involvement with teen driver-safety is a natural extension of its history with auto safety in general, dating back to the introduction of guard rails and seat belts. Here, Judi Jacobs and Jeff Hackett explore how the company's in-house creative team designed a youth-inspired, interactive experience with a twofold purpose: to deliver a compelling commentary on safety and, more subtly, to introduce the corporate brand to a new audience.
- Subjects
AUTOMOBILE safety research; BRANDING (Marketing); TRAFFIC safety; SERVICES for teenagers; TEENAGE consumers; STATE Farm Mutual Automobile Insurance Co.
- Publication
Design Management Review, 2008, Vol 19, Issue 2, p45
- ISSN
1557-0614
- Publication type
Article
- DOI
10.1111/j.1948-7169.2008.tb00117.x