American Family Insurance Opens First-Ever Flagship

DreamBank experience designed to get consumers to put dreams into action
Posted November 29, 2012

American Family Insurance opened its first-ever flagship in the historic American Exchange bank building in Madison, Wis.’s Capitol Square. The new 2600-square-foot DreamBank was designed by Columbus, Ohio-based design firm Chute Gerdeman and houses interactive tools, events and experts on staff to help consumers with their insurance and personal finance needs.

“We designed DreamBank as a place for dreamers to come together to help build successful and sustainable communities,” says Mindi Trank, Chute Gerdeman’s vp,
brand and consumer strategy.

For example, in the Discovery Dream Den, a large touchscreen digital wall guides visitors through a dream survey to help them discover what type of dreamers they are, and allows them to enter a statement about a dream of their own.