I led the creative work and brand strategy for the Montana State Fund account for 17 years. This rebrand completed a few years ago was based on the state agency’s change in status when it moved from being under the jurisdiction of the legislature to the insurance commission. The brand needed to be brighter, less governmental and more focused on the people of Montana rather than seen as a state agency. I was the writer and Creative Director on all materials. Materials shown here were featured at the launch day for the new brand at Montana State Fund headquarters in Helena.