We developed the concept of Harleysville, USA, an imaginary place which is home to the small business/low risk markets that Harleysville seeks to insure. It captures their “localness” and caring, hometown approach to agent and policyholder service, reinforcing Harleysville’s goal to be the premier small commercial lines insurer. Photo realistic illustrations of the imaginary town coupled with silhouettes of key executives carried the concept begun on the front cover throughout the editorial section.