The California Department
of Insurance’s mascot
The California Department of Insurance needed a marketing rebrand that could communicate trust, protection, and public service in a way that was both accessible and visually compelling. The objective was to create a unifying concept that could translate across multiple touchpoints while remaining clear and engaging for a broad audience.
Enter:
Sequoia the bear.
Our character-driven idea centered around the iconic bear on California’s flag. She sells the idea of state-sponsored, low-cost automobile insurance in an approachable, warm, and friendly manner. This campaign brings a playful touch to a serious subject, making the campaign both memorable and relatable for everyone who sees it, not just our core target market.
Sequoia became the Spokes-Bear for the California Department of Insurance's (CDI) Low Cost Auto Insurance (CLCA) Program.
I contributed by helping translate the idea into a cohesive visual direction. This included refining how the bear was represented and applied across campaign materials, as well as supporting the development of a broader visual system.
As the campaign evolved, thought bubbles became a key component of the visual system, allowing Sequoia to “speak” directly to the audience in a friendly and approachable voice. This device reinforced the character-driven nature of the campaign, enabling messaging to feel conversational and engaging while maintaining consistency across all materials.
Together, the Sequoia bear and the use of thought bubbles transform what could be a complex or intimidating topic into something accessible and memorable. The result is a cohesive campaign that not only informs, but also builds trust—positioning Sequoia as a reassuring and approachable guide for Californians navigating their insurance needs.
