CopperPoint is Arizona’s premier provider of workers’ compensation insurance. Originally founded as SCF Arizona in 1925 as a state funded agency, CopperPoint officially changed its name in 2014. Fisher started working with CopperPoint in 2012 to oversee and guide the brand transition from its state fund status to a privately held company. Fisher created a timeline with strategic checkpoints along the way to deliver new brand elements and an advertising campaign to facilitate a smooth transition. To launch the new brand, Fisher created a broadcast campaign featuring Craig T Nelson. We used his memorable face and name recognition as a common thread to complete the brand transition.