Fenix Protect

Fenix Protect sells home and vehicle service contracts. People shopping for them expect fear-based selling and conditions buried in fine print. Before the refresh, Fenix looked and sounded like the rest of the category: a red gradient, a flame logo, a stock photo of a smiling family, and long paragraphs about coverage.

Kristin Smith-Clinton, UWG’s Head of Strategy, set the direction: win trust through transparency and genuine care, and leave the fear-based selling to the competition. Kristin and I developed the creative concepts from that strategy together.

I built the identity and wrote and designed the 47-page brand guidelines. These are the working parts, shown here in the brand’s own colours and type.

The homepage now leads with the new line, the $100-or-less deductible and the campaign’s own lines, with clay for auto and plum for home.

Six Meta units and two :06 Reels, on Facebook and Instagram from 14 September to 22 November 2026. Every ad puts a real moment in someone’s week against a repair that is about to interrupt it, then gives the one number Fenix can promise.

I wrote all of the copy, from the line and the manifesto to every headline, card and primary text in the launch.

Service-contract advertising has to say exactly what the contract does, so the copy follows fixed rules. The breakdown is always written in the future tense, because a failure described in the past would suggest that a pre-existing problem is covered. The deductible is always qualified as “$100 or less on covered repairs,” because that is the promise the plans make. Repair costs are described as “up to four figures” rather than a single price, because a hard figure next to a $100 deductible would suggest more coverage than some plans carry.