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HOW DO YOU REINVENT THE NOTION OF CAR INSURANCE? SHOWCASE IT
AS LESS OF A UTILITY, AND MORE OF A PERSONALIZED LIFESTYLE CHOICE.


 

PROJECT

I came on to lead the company’s marketing communications, excited to help create a brand that would empower consumers with transparency and choice in an industry that, up to that point, provided none. The challenge? Though Metromile had a novel, technology-driven approach, it was still car insurance at the end of the day - and the task was to make its offering feel fresh, distinctive, and compelling.

 

WORK

  • Conceptualizing creative campaigns to support the launch of new features

  • Building messaging that lived across various communication channels - website, videos, and outdoor advertising

  • Developing a voice for the company that was friendly and casual, with a little bit of humor and edge.

  • Collaborating with team members and external designers on the company's rebrand
     

WEBSITE COPY


COMPANY MESSAGING

 

ON-SITE PROMOTIONAL CONCEPT

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RESULTS

I was with the company during its early days, but today, Metromile has grown to nearly 200 people and has raised in excess of $200M.

Steve Petre, the company’s former CEO who hired me, had this to say about working together:

"Alli is an insightful brand marketer who has an intuitive sense for positioning, messaging and storytelling. She brings a sense of purpose to each communication and takes serious ownership and pride in her work. Beyond that, she's highly productive and able to move multiple projects forward with a can-do mentality."