As part of the effort to brand Germania Insurance, the largest and one of the oldest Farm Mutual insurance companies in Texas, as "The Insurance Texans Trust," it was important to make the ads feel iconically "Texan." I began by using a leather background and subtle elements that gave a little rural Texas flavor, such as the dashed line stitching as a border and subtle use of stars. The typeface used also conveys a kind of rugged, rural but yet informal feel - much like the company.

There were a total of five variations of this ad created to be used depending on the intended audiance and publication with families, young drivers, etc. This is the "cowboy" version used by the corporate office. A similar version was made available to agents with space to add their agency information.