Traditionally, supply chain insurance has been disruption-proof, filled with large global insurers whose 100-year legacies have provided stability but also stifled innovation. From its inception, Parsyl has always been different – starting as a data-powered solutions provider before evolving into an underwriter and insurer with Lloyd’s of London, the world’s preeminent insurance marketplace. Looking to signal this evolution, Parsyl teamed with design studio Wunder Werkz to reimagine its brand to fully embody its growing reputation and mission to inspire positive change.

Parsyl brings best-in-class, affordable cargo insurance to the market, using multiple data sources to understand, price and mitigate risk – saving money and improving coverage for the food and beverage, pharmaceuticals and life sciences industries. “By developing technology to consume granular supply chain data, such as sensor data for perishable goods like vaccines and food during transit, they are bringing insurance closer to the risk and innovating forward-thinking data systems that allow them to underwrite better,” explains Jon Hartman, Partner at Wunder Werkz. “This enables them to identify and incentivize sustainable practices – those who adopt these practices receive better rates. Parsyl is making strides in an industry that seldom sees disruption, and their approach stood out as an intersection of impact, innovation, and responsibility – which was a great fit for our studio’s ethos.”

For Wunder Werkz, this collaboration represented a singular opportunity: to shape the visual and narrative identity of a true disruptor as they define themselves at a different stage in a global arena. This shift required a transformation in how they were perceived: no longer the scrappy tech upstart, but a credible and trusted firm, underwriting with a sense of responsibility and foresight within the critical perishable supply chain sector.

This meant changing Parsyl’s existing brand, which was firmly linked to their initial tracking technology. To that end, Wunder Werkz focused on Parsyl’s new standing – an insurer that champions innovation while projecting trust and stability. While retaining the equity in the Parsyl name, the studio reconceptualized the word and graphic mark, color and typography systems, iconography and layout systems. Additionally they updated Parsyl’s web presence and collateral systems, including promotional and marketing materials.

The primary focus was on simplicity and a conversational tone in all informational materials. In place of complex charts or heavy graphs, the system prioritizes larger format typography and clear, simplified graphics, making data and case studies accessible and digestible. This clarity underscores Parsyl’s brand promise: while they handle the intricacies, clients can rely on them with ease.

“As we examined market trends, a notable shift toward ‘startup-style’ branding emerged, especially influenced by the fintech sector, with its emphasis on brightness and approachability,” adds Hartman. “For Parsyl, we aimed to strike a balance – embracing an inviting tone without sacrificing the professionalism crucial in insurance. We also resisted the complexity often seen in financial design systems, instead focusing on simplicity, clarity, and a modernist approach that aligns with their mission: an intelligent partner whose value is immediately apparent, not obscured by layers of complexity.”

Similarly spare, the inline iconography becomes a subtle but powerful reinforcement, signaling that Parsyl’s value is in the partnership they offer – straightforward, dependable, and clear. Given Parsyl’s global reach, with headquarters in both Denver and London, the new brand includes inline icons that provide a non-linguistic “punctuation,” reinforcing Parsyl’s values visually within the text. This approach not only enhances messaging but also creates a unifying, consistent thread that resonates regardless of language – an international design element that speaks to Parsyl’s commitment to accessibility.

“Our new branding preserves Parsyl’s core – our innovation and mission-driven focus – while adding a new level of maturity,” says Parsyl CEO Ben Hubbard. “We’re not an old-fashioned insurer, but we’re not a shiny object either. We’re a battle-tested innovator who is here to stay, and our customers can trust that. This new visual identity signals to customers and the industry that we’re bringing the best of modern technology and combining it with underwriting excellence to meet the complexities of today’s supply chains.”

Wunder Werkz’s Hartman agrees, adding, “It was crucial to bring our unique approach – one deeply attuned to the nuances of human interaction and tangible experience – into the conventionally structured and highly regulated world of insurance. In facing that challenge, Parsyl’s team was the perfect collaborator, working with us to create a corporate brand that still feels grounded, approachable, and connected to people’s real needs. Above all, this project affirmed that detailed, human-centered design transcends industries, bringing new depth and resonance to Parsyl’s story within an otherwise traditional landscape.”