Despite its long and proud history, the American Automobile Association brand, or AAA, was stuck in neutral. Research showed that most people thought the organization only provided roadside assistance. They were unaware that AAA offered a wide array of auto, hotel, and travel services beyond basic towing insurance. 

To expand its membership base, the club wanted to change outdated perceptions of its brand to make it more appealing and relevant to a younger target audience. AAA needed fresh and compelling brand messaging that would have a robust impact nationally while accommodating the unique needs of regional clubs with limited resources.