Stop Knocking on Wood is a campaign that has evolved over the last 5 years. The seed has been planted. And now people have begun to associate “Stop Knocking on Wood” with Indiana Farm Bureau Insurance.
As with most brands, as its tone and personality has grown over the years, the look of the brand has done some growing, too. Which meant we needed to give the Farm Bureau website a makeover.
The first thing we tackled was site functionality by streamlining “need to know” content and putting it directly on the homepage. We also paired down the amount of wood grain on the website by giving them a new neutral grey palate to use in addition to their iconic wood grain. Lastly we outfitted the site with fresh new fonts that brought a youthful, approachable tone to the site.