To us, workers' compensation isn't a part of a "package" or "bundle" - its our only focus. We've made it our mission to put our fellow Colorado companies first. However, our brand story is one that we have held close over the years, not sharing it with a broader and new audience in the Colorado market. Now, is the time to tell the community who we are and what we stand for. Nearly 57,000 Colorado companies know the Pinnacol Assurance difference. Our new advertising campaign, We love your work, means thousands more will, too.
The "We love your work" campaign follows existing Pinnacol Assurance Brand Guidelines. However, the guidelines below are intended to highlight key elements that should be maintained across any of the "We love your work" messaging.
When selecting images, we are looking for moments in time that convey a genuine sense of realness. This is usually achieved by the photographer by taking a more voyeuristic and documentary approach to a scene. Subjects aren’t posed and looking at camera, they are usually going about their action without an awareness of the photographer. A shallow depth of field creates a more accurate visual representation of how the human eye sees the world, and lends a more real quality to the image. Images that feel more cinematic are images that have a little more contrast and a little less saturated color. When everything in is in focus, everything is brightly colored there’s an artificial quality to the image, making it feel more “stocky” for lack of a better word. When the colors feel more natural and slightly subdued and the subjects are reacting to their environment instead of the camera, the image will feel more real and relevant to the genuine and human message of “We love your work.”
For more detailed instruction on brand photography, please refer to this link.
Below are the current images used in the campaign.
Digital media was used to target key audiences that do not have a current policy with Pinnacol. By leveraging digital placements in paid search, social and digital display banners we are able to reach key audiences with specific messaging in a cost-effective and measurable way.
