Samples of old brand identity
New brand identity
We chose a modern and sophisticated palette. It creates a dramatic departure from traditional insurers and holds a unique position in the competitive landscape. Our black and white contrast is bold, drawing from our “smart” attribute and the trust at the foundation of our brand framework. The tan, evoking skin, grounds us in connection, in a shared and diverse humanity. Our blue gives the overall palette the levity and ease that our product carries. Most importantly, the choice of a neutral palette allows us to put our photography forward and let our users shine.
Our illustrations, available in three varieties, visualize our values and mission. Illustrations are meant to provide additional visual communication while matching the mood of the message.
Photos play a big role in our brand. They represent the wholehearted, “with-it” people our users recognize as their tribe. We wanted a style that felt aspirational while tapping into real emotion—a balance that is tricky to achieve. We handpicked a prominent fashion photographer, Brayden Olsen, to shoot these custom portraits. Our choice to shoot in studio further elevates our style, distances us from competitors/generic lifestyle stock photography, and removes distracting backgrounds to keep the focus entirely on you.
Icons provide support to short messages, ideas, while also signaling an opportunity for a functionality click within our product.
Our icons have been produced in black, white, black and tan, and white and tan for a flexibility of use depending on the style and tone of the use case.