THE CHALLENGE
AAA needed a brand refresh for their Southeast region’s customer base. That would include the homepage, quarterly print magazine, mobile app, social presence and various targeted ads.
The request was simple: rethink the user experience through the modern lens. How do AAA members use the site? What content do they gravitate towards? But most importantly, what do they wish they could find? Today’s AAA members wanted more, and are ready to engage the website and mobile app with a slightly different lens than their parents had done. The current AAA user wanted to engage as storytellers, which became the north star for this brand refresh.
STRATEGY
AAA Living content should inspire and empower readers to be bold in their lives. Stories should highlight people who boldly pursue their passions at home and around the world.
Tips should come from a place of AAA’s unique expertise, standing out in the marketplace by leveraging the 100+ years of knowledge and experience that supports the people of AAA. Content should be engaging and distinct, speaking honestly to the audience. AAA should be a wise mentor, not a hall monitor.
Final style guide elements.
Tools: Figma
The AAA home page was the initial access point of concern. We opened up the curtains and let the light into the room, giving the content space to breathe and allowing viewers to focus on areas of most interest.
Tools: Illustrator, Photoshop, InDesign
The extent of the refresh throughout the AAA free content site is shown through the home, content and podcast pages. Each features the #GoBold campaign offering new travel tips, video feature, collaborations / partnerships as well as the full array of expert and entertaining podcasts.
Tools: Illustrator, Photoshop, Figma
The cornerstone of the AAA brand of yesteryear needed a bit of love as well. Exuding the spirit of Go Bold, the AAAliving magazine highlights people taking the AAA expertise to heart. This is not a sales tool. The magazine is a way to forge connections and establish awareness by guiding users toward decision-making material through digital connections via QR codes.
Tools: Illustrator, Photoshop, InDesign
ONE APP FOR ALL
We brought the AAA app into the current age with a “One App For All” approach. With a genuine desire to ensure that users are always equipped with the tools they’ll need, this AAA Mobile App exists as a regular resource to engage with AAA content and resources.
Bold Predictions: In order to help members #GoBold, we need to know what they’re hoping to accomplish. This social media series asks users to tell us their own bold predictions for what they want to make happen in their upcoming year; including financial freedom to unforgettable experiences.
Tools: Illustrator, Photoshop
GO BOLD W/
Utilizing how users are interacting with content today is also key to a company or brand’s success. Go Bold W/ is a video series dedicated to celebrating the diverse range of AAA members as they go bold in their own unique way, helping members see what’s possible with a reliable partner in your corner.
Tools: Photoshop
SPOTIFY COLLABORATION
AAA + Spotify partnership on branded station featuring travel playlists, meditation and mindfulness, storytelling and comedy for road trip listening fun.
TARGETED MEDIA / ONLINE ADS
Targeted ads for social media and online ad buys.
Client: AAA
Creative Direction: Nathan Spoor
Copywriter: Zach Godwin
Agency: PACE Communications