Farmers Insurance agent Ruben Reyna asked me to design a superhero persona for him with which to create fun imagery for his website as well as marketing posters and digital promotional pieces.
Having known Ruben personally for many years, I came up with two very distinct concepts for him: one an Iron Man-inspired professional with armor over a suit-and-tie – something of a literal insurance-agent-turned-superhero with very modern hi-tech overtones – and the other something that played more to Ruben’s casual appearance and lively personality as a San Antonio born-and-raised hometown boy, a concept that lent itself much more to classic superhero iconography.
Both concepts held a lot of value in my view and could work equally well for Ruben’s marketing and branding intent. So, rather than come to a very painful decision on which one to present him, I chose to develop a high-level strategy of my own within which to use both: the tech-armor concept, which I lovingly dubbed Tomorrow Man, would be used to promote Ruben’s Life and Business insurance offerings while the San Antonio themed, baseball cap wearing Alamo City Man would be used for the more humble offerings of Auto and Property insurances.
Once I was able to present it all to Ruben, he fell in love and even began to develop ideas of his own around the use of the two concepts. The pinups you see here were just the first round of marketing imagery Ruben had me develop, and there is more to come!
