Erie Insurance rebrand: never lose the human touch

Erie's founder, H.O. Hirt, asked the company to "never lose the human touch." I developed a design concept around that line while working with Chairman Tom Hagen on the fourth edition of In His Own Words. The IT Division adopted it as its tagline, and Richard Holmgren helped it gain momentum.

Client: Erie Insurance
Discipline: Brand Systems · Print & Editorial

ERIE Design ReBrand case study: a man relaxes in a lounge chair with a drink and a book.

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.