As the insurance industry is walking much the same path as banking did with the entrance of open banking – Swedish insurtech company Insurely wanted to reinvent themselves and scale internationally, pivoting from a B2C-service to a stronger B2B-offering targeting neo-insurers, insurance companies and banks.
To claim the leader jersey within open insurance, and be perceived as an innovator within the category, Swedish branding agency OKTO designed the new brand around transparency, clarity and a digital-first approach. A new brand strategy, tone of voice and messaging hierarchy was developed, followed by a full visual identity overhaul with a design system built for all touchpoints that is needed by a brand that acts both host and guest. This created a brand that stands out on its own, but also fits well into collaborating brands like banks and insurance companies.
The logotype was drawn to create a friendly and playful feel, to counteract the insurance industry, while still working in a tech context. The updated color scheme, with the leading green was developed to feel modern and exciting, complemented by contrasting colors to create a dynamic brand expression. To create a fully integrated toolbox, a 3D-world built on abstractions of data was created, as well as a custom typeface based on open type, together with geometric keyhole shapes based on numerical operators. This connected the brand to open data, while retaining the dynamic playfulness needed to counteract the rest of the category.
CREDIT
- Agency/Creative: OKTO
- Article Title: OKTO Rebrands Swedish Insurtech Startup Insurely
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Sweden
- Agency/Creative City: Stockholm
- Market Region: Global
- Project Deliverables: 3D Design, Advertising, App Design, Brand Design, Brand Redesign, Brand Strategy, Brand Tone of Voice, Design, Logo Design, Type Design, Web Design
- Industry: Financial
- Keywords: Insurance, open insurance
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Credits:
Design Director: Richard Hedberg
Designer: Biola Kadiri Fischer
Client Director: Pia Haag
Project Lead: Sara Hed
Strategist: Franziska Engsner
Strategist: Sebastian Elmblad
Linnu00e9a Bju00f6rkman: Linnéa Björkman
Copywriter: Emma Kirsch
Jr. Art Director: Vanda Bergström
Creative Director: Nick Christiansen
Creative Director: Andreas Fabbe Andersson
3D Production: Bruto Studio
