Accelerating Protection Plans with the SquareTrade Acquisition

Evolving SquareTrade’s Visual Identity

A key milestone was creating a new visual identity for SquareTrade—soon to be known as Allstate Protection Plans. The work followed Allstate brand guidelines while still giving SquareTrade its own voice, described as “the cooler sibling who works in tech.” We introduced a new approach to imagery and animation that shifted attention away from products and toward the people, services, and lifestyles where those products are used. We also developed graphic elements that built on the Allstate brand while helping SquareTrade stand out across the site.

For the redesign, we began with navigation and information architecture. The existing experience pushed users toward 25+ detail pages, which felt overwhelming and no longer matched changes in the business. We reorganized the IA and navigation to reflect SquareTrade’s updated areas of focus and the audiences they serve, while giving users a clearer, more direct path to action.

Drupal CMS Customization for Editorial Empowerment

Our internal development team customized the Drupal CMS to better support SquareTrade’s editorial and content teams.

Before the update, SquareTrade relied heavily on previous development partners for even small site changes. We addressed this by overhauling the Drupal interface and adding a flexible drag-and-drop tool for faster page creation and more standardized layouts.

The result reduced process complexity and improved responsiveness across a wider range of device sizes.

The combined design, strategy, and development work also drove organic growth and led to additional work to design and develop European versions of the site.