FLO'S CHOP SHOP

Experiential Design, Merchandise, Apparel, Print, Social

My very first project with Progressive's in-house agency was to bring our motorcycle insurance “product” to life in a manner that resonated with our target audience in a tangible way. Our mission was to evolve Progressive’s design to aesthetically align with motorcycle aficionados around the country. 

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Challenge accepted. We worked to develop a totally new, gritty look for the often polished brand and headed coast-to-coast with our International Motorcycle Shows in the fall and winter, and our Progressive Motorcycle Rallies during the spring and summer. Here are a few examples of the branding elements and pieces I directly touched.

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It was so much fun to play with such a recognizable corporate identity in an all new way, pushing a pulling where the branding system could go yet still integrate signature attributes and maintain the brand's overall voice.

Built in partnership with Match Action Marketing, Flo’s Chop Shop and the Progressive Parlor are part custom bike gallery, part art studio, part apparel and gear shop, and part social collaboration space—all underpinned with a hand-built look and feel that’s 100% Progressive.

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It paid off and the experiences not only were a huge hit with the biker audience but went on to win numerous national awards such as a Gold and Cleveland Best of Show ADDY, EX Award, Bronze AMEGold REGGIE, Bronze Pro Award, and more.

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