CHALLENGE
Break through the noise at the world’s largest music festival with more than just logo placement. American Family Insurance aimed to build real connections with fans, delivering meaningful experiences that drive consideration and bring the brand to life through music.
SOLUTION
At Summerfest, rEvolution brings the American Family Insurance brand to life through culture, connection and music-driven moments. We transformed the American Family Insurance House into the festival’s most coveted stage—a brand house turned intimate concert venue designed, produced, and programmed to feel like a backstage pass.
rEvolution has delivered design, programming and execution of the American Family Insurance House for five years, leveling up the experience and the lineup each and every year. In 2025, we revamped the look and feel of the space and delivered live sets from national talent including Plain White T’s, Young the Giant, Ginuwine, Joy Oladokun, The Fray, Everclear, The Warning, and more.
A hands-on merch station let festivalgoers design their own fanny packs with custom patches and pins. A new photo booth with branded filters, gig posters by Wisconsin artists, and house-style décor made every corner feel personal. Outside, the rooftop deck and backyard became an all-day destination to lounge, listen and recharge.
From the biggest acts to the smallest details, every element works together to deliver a premium, fan-first experience. Proving that with American Family Insurance, life’s better when you’re under our roof.
