American National Insurance
Agency: Bernstein-Rein
Role: Lead Designer
CD: Jason Courtney

*Logo/Proprietary Marks

*Brand Identity System


Brand Identity System
Illustration System
Brand Guidelines
Art Direction
In the first major brand evolution in over fifty years, Bernstein-Rein overhauled American National’s brand identity from the top down, all centralized around their guiding truth, identified through ongoing strategy work: “We’re your source of certainty.”

Following the approval of a new logo and initial color palette, I was hired by Bernstein-Rein to build out the entirety of the American National brand design system.

Led by the working strategy clarified through BR’s guidance of their client’s new brand vision, a holistic system of design was created. This system spans a playbook of over 100 pages, including specifications on layout, brand collateral, a scalable illustration system, color approach, motion dynamics and more.

The brand design system is currently being enacted and rolled out nation-wide, spanning cross-channel brand expressions, marketing materials, and agent-level internal communication.