Many brands under one umbrella. Strong, focused, and connected.
AF Group
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x1080-1-1920x1080.jpg)
AF Group came to us with four strong brands already at the forefront of their industry.
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The caveat: each was perceived as a separate entity.
Our mission: to help them be seen collectively as the nation’s foremost group of workers’ compensation insurance companies.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x10806-1-1920x1080.jpg)
We conducted a deep-dive study of their customers and stakeholders to understand the value of each individual brand.
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What we found was strong equity among these groups — far too much to combine them into one single entity.
Our solution: four brands, connected under one name.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108010-1-1920x1080.jpg)
AF Group, the umbrella organization, was born.
With it came a renewed purpose to redefine insurance itself.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108013-1-1920x1080.jpg)
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Taking it from mundane to meaningful by putting people at the center of the message — workers, employers, and AF Group teammates who infused care and passion into their jobs every day.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108017-1-1920x1080.jpg)
We created strong, unmistakable interconnectedness while strengthening the individual power and purpose of each brand.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108019-1-1920x1080.jpg)
We created website properties and design details to present a more cohesive look and feel that would present them as a constellation of brands offering innovative solutions.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108022-1-1920x1080.jpg)
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We built a unified campaign that could reach across each brand and speak to the regions, audiences, and needs they serve.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108025-1-1920x1080.jpg)
As AF Group evolves, so, too, does our mission.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108028-1-1920x1080.jpg)
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With each new campaign, we continue to celebrate the power of people helping people to overcome some of life’s biggest challenges.
![](https://phiregroup.com/wp-content/uploads/2021/10/0001-0061-AFGroup-case-study-1920x108030-1-1920x1080.jpg)
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