Dairyland provides non-standard auto and motorcycle insurance to drivers and riders across the U.S. I worked with them during their rebrand to help define a new voice for their organization. The result was a comprehensive set of verbal identity guidelines, which includes a brand manifesto, tonal tactics, "before and after" rewrites that demonstrate how to apply those tactics, key brand messages for different audiences, and SEO writing considerations. I wrote everything you'll see in the deck below.