Bringing warmth
to a brand through diversity storytelling

Graphic Design

Craig & Peterson is a locally rooted, relationship-first insurance agency serving individuals, families, and businesses throughout North Carolina. As part of the Mainstreet Insurance Partners network, the agency pairs small-agency attention with big-agency resources. As the agency looked to visually communicate its commitment to diversity and inclusion within the community, they needed a design concept that could make the brand feel warmer and more human, without straying from Mainstreet’s established visual identity.

The Challenge

  • Humanizing an insurance brand: Insurance brands often read as clinical or corporate. The page needed to feel warm and genuine, not like a box-checking DEI statement.
  • Staying on-brand while doing something new: Any new visual direction had to stretch Highstreet’s identity toward something more personal, without breaking from it.
  • Communicating through motion, not just imagery: The concept called for a scroll-based storytelling experience, meaning the artwork needed to work sequentially — building a narrative as the user scrolled.

The Process

  • Storyboarding: Mapped out the page’s content flow and user flow, plotting how a visitor would move through the diversity and inclusion story as they scrolled.
  • Establishing the Art Style: Landed on a warm, illustrative direction that felt human and approachable, while staying true to Highstreet’s existing brand identity.
  • Producing the Artwork: Illustrated all original artwork used throughout the page.
  • Motion Concepting: Built a motion graphic mockup demonstrating how the illustrations and story would unfold through parallax scrolling.
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The Outcome

While the page was never built out and launched, the concept resonated strongly with the client, who praised the warmth and humanity the design brought to the brand. This piece is included here to highlight illustration, visual storytelling, and motion-concepting skills.