Simple Insights is State Farm’s online repository of helpful articles on everything from buying a car to selecting pet insurance. The trick here was to maintain Simple Insight’s helpful, disinterested, brand-agnostic tone of voice while still communicating the benefits of bundling with State Farm.

I got the assignment because I said I liked writing long-form copy. And I do, even with a Brand-approved vocabulary and SEO-driven phrasing. I take those things as challenges.