In an industry straying from its original mission – protecting people when they need it most – Waffle arrived to set things straight. They offered all the insurance a person could need in one place, coverage from the best in the business, and built-in rewards for acting responsibly. Their vision was solid. Their lack of identity was a shame.

Luckily, Waffle’s C-suite was enthusiastic about the most colorful, cheeky branding approach that my team pitched. A new slogan set the tone: Personal insurance has issues. Waffle eats issues for breakfast.