If we’re being honest, insurance kind of sucks. It’s complicated, untrustworthy, and… well… ugly. As a new insurance company, we needed a brand identity that reflected our dedication to transforming the way small businesses get insured and increased our visibility in a crowded space of unbelievably boring brand identities. This project was an immense undertaking that scaled across every single aspect of our brand: from our product, to our photography and messaging, to our diversity and inclusion initiatives, even to our operational on-hold music.

Objectives:

Show our small business customers that we are 100% dedicated to their success.

Create a brand that makes it clear to customers that we have revolutionized business insurance.

Create a strong, cohesive, and flexible identity that shines across our entire company.

Increase brand search, visibility, trust, and awareness in a crowded industry.

As a new brand, we needed our new brand identity to make a splash in the industry, and make it instantly clear that we were anything but a business-as-usual business insurance company.

We reimagined every imaginable user touchpoint to convey a disruptive new sense of optimism in this near-universally-despised industry. Using a bold new logo, vibrant color palette, and an optimistic, matter-of-fact tone of voice, we created a brand to match our revolutionary new approach to business insurance.

Where most insurance companies stuck to single colors and decades-old logos, we chose a bold-and-approachable word mark with a dynamic, not-quite-neon color palette. Where they relied on tired tropes like talking animals and celebrity spokespeople, we featured real small business owners doing what they do best. And most importantly; while most insurance companies used fear-mongering to sell policies, we used possibility-mongering to inspire action.

We aligned behind our new brand signal: Get Going. While other insurance companies held business owners back, we would push them forward.

Our logo was reimagined to communicate that bold, optimistic confidence. Our color palette follows suit, a punchy, complementary array that can brighten up any normally complex insurance message. We paired these core elements with a playful, hand-drawn illustration style that communicates the stubborn optimism that sets us apart in a world of dreary, dooms-day insurance.

We also launched a company-wide campaign to hire small businesses everywhere we could; from company swag to our on-hold music. We built a library of small business photography, featuring dozens of businesses across the US in reportage, documentary-style imagery.

All working together to create a brand in which small businesses can immediately see themselves, letting them focus on the things they love about being entrepreneurs, rather than the things they hate about insurance.

• 113% lift in aided brand awareness

• 50% increase in positive sentiment

• Increased branded search volume by 40%

• A total of 357M earned impressions across Facebook, Instagram, Twitter, and Linkedin within the first two months of unveiling the new brand

• 6,684% increase on Instagram

• 116.3% increase on Linkedin