Horace Mann Insurance – Multi-Channel Recruitment & Referral Campaign

Role: Freelance Senior Designer (Sole Designer)
Scope: Campaign system design, cross-channel asset development
Audience: Insurance agents, existing clients, prospective producers
Status: Launched · Reusable toolkit

The Challenge

Horace Mann needed a cohesive, on-brand recruitment and referral campaign to encourage agents and existing clients to refer strong candidates for insurance producer roles.

The brief was dense and text-heavy, and the system needed to scale across email, social, web, and print—while staying fully aligned with Horace Mann’s established brand guidelines.

The Insight

Referral programs only work if they’re easy to share.

The opportunity was to translate complex messaging into clear, confident visuals that agents could use immediately—without customization headaches or brand risk.

The Idea

Create a flexible, multi-channel visual system that transforms long-form copy into modular, shareable assets—giving agents and internal teams a complete recruitment toolkit that works everywhere.

The Solution

As the sole Senior Designer, led end-to-end execution across the full campaign ecosystem:

  • Designed 10 referral email header images (600×225) to support a multi-touch email journey

  • Produced agent-shareable social posts for Facebook and LinkedIn, turning email copy into scroll-stopping visuals

  • Developed corporate social posts aligned to national brand voice, driving traffic to a recruitment landing page

  • Built a comprehensive library of email assets, web banners, recruiting ads, print fliers, and full-page ads

  • Updated and refined presentation layouts to align with the refreshed campaign direction

  • Ensured strict adherence to brand guidelines (color, typography, iconography) while modernizing the look

  • Optimized layouts across formats for clarity and impact—inbox, feed, print, and profile banners

The Outcome

  • Delivered a fully integrated, multi-format campaign ready for immediate rollout

  • Improved clarity and professionalism of referral messaging across channels

  • Equipped agents with polished, ready-to-use assets that strengthened alignment with the corporate brand

  • Created a reusable visual system for future recruitment and producer-focused initiatives