Auto and Home Warranty Brand
HeroProtects
Brand Development Case Study
Client
HeroProtects
Location
St. Louis, MO
Project Brief
HeroProtects (HP) entered the fiercely competitive auto warranty market by launching its new brand at a maior national 82B trade show—right in front of industry veterans, prospects, and competitors alike. To stand out and avoid being eaten alive, BRAND had to immediately set HP apart from long- established players with household names and massive marketing budgets. The goal was to use that bold differentiation to engage both corporate and independent agents, build trust quickly, and drive early sales, Meeting these objectives demanded a fresh, disruptive creative strategy—one that positioned HP as a serious, market-ready challenger ready to take on the lions and lead the pack.
Brand Development Case Study
Client
Heroprotects
Location
St. Louis, MO
Project Brief
HeroProtects (HP) entered the fiercely competitive auto warranty market by launching its new brand at a maior national 82B trade show—right in front of industry veterans, prospects, and competitors alike. To stand out and avoid being eaten alive, BRAND had to immediately set HP apart from long- established players with household names and massive marketing budgets. The goal was to use that bold differentiation to engage both corporate and independent agents, build trust quickly, and drive early sales, Meeting these objectives demanded a fresh, disruptive creative strategy—one that positioned HP as a serious, market-ready challenger ready to take on the lions and lead the pack.
Purposeful Positioning
We began with a deep dive into auto warranty sales agents – their demographics, behaviors, business objectives and the pain points HP’s products and services relieve.
We did the same for the agents’ primary customers – the Finance and Insurance (F&I) staff at car dealerships who sell aftermarket service warranties to new car buyers as they complete their purchases.
While agents and F&I staff can offer any warranty, only HP empowers them to “Be A Hero”—a bold call to protect customers, deliver lasting value, and exceed performance expectations.
This mission elevates HP above competitors focused on volume over integrity. In a cutthroat market where shortcuts are common, “Be A Hero” stands for ethical, transparent service that builds trust, drives loyalty, and benefits everyone.
Corporate Identity
We personified this “hero” by creating an animated avatar named Grant Trust. He could be an auto warranty sales agent, an insurance broker or an F&I principal. But he’s not some strange, muscle-bound visitor from the Marvel Universe. He’s a friendly, mild-mannered everyman everyone can relate to.
Grant’s superpowers come from his total commitment to providing the best auto warranties and customer service on the market and on the planet. He’s “Your Partner in Protection. Your Hero in Trust.”
Logo Design
We created the new HP logo from the unique creative strategy and storylines the superhero avatar inspired. The stylized “H” incorporates Grant’s flowing orange cape. The “H” is surrounded by a blazing ring, symbolizing intense energy and power. And if you look closely, you’ll discern a “P” in the negative space inside the ring.
The logo mark is paired with bold typography that communicates the strength and credibility of the HP brand. Together, they bring HP’s name and persona to life. They stand apart from the inanimate, impersonal logos of their major competitors. They create an identity consumers can instantly recall, engage with, and relate to.
Website Build
We transferred HP’s new branding and messaging from the venue to the ultimate business-building destination. We designed a temporary landing page as a simple, efficient, easy-to-use way to provide agents and brokers with the basic information they need to start their personal “hero’s journey” and become an HP partner. The mobile-first design provides an optimal user experience across all devices.
Tradeshow Presence
We translated HP’s compelling imagery and messaging into a high-profile booth that quickly became one of the show’s hotspots, attracting a steady stream of curious prospects to this new brand’s doorstep. BRAND handled all aspects of booth sourcing, design, and on-site logistics.
An integrated video screen displayed a cool animation loop that introduced the HP brand, its super spokesperson Grant Trust, and the key selling points that differentiate HP from competitors.
We also created collateral support materials, including Be A Hero buttons, a sales brochure, and a full-color ad for the show’s program book.
We also created collateral support materials, including Be A Hero buttons, a sales brochure, and a full-color ad for the show’s program book.
Alternate Concept: Avatar & Booth
This concept was not selected by the client, but our designers did such an incredible job, it’s worth showcasing.
Our initial avatar concept:
Warren T. Hero Guardian of Home & Auto
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