The Client:
Located in San Francisco CA, and Providence RI, HiRoad, an affiliate of State Farm, is a next generation InsurTech venture poised to rethink and reengineer the insurance industry, while helping people live longer and lead more fulfilling lives.
Goal for the project:
To create a challenger brand logo mark, brand visual system, and a product design language that stands out in a crowded insurance space. We were charged with creating, not only a brand, but a suite of touch points that appealed to a younger professional audience who’s focus is to be aligned with a more mindful world (smarter, safer, and happier).
Most insurance brands live in a very similar visual space where their identity has been around for many decades. Blues and Reds tend to dominate this market, we noticed that green, being a color that represents growth and sustainability, was not represented.
My experience:
Being part of a small agile team means I wear many hats during the early stages of a developing start-up. This phase is the most exciting for me, where much fun is had in experimenting with various people and ideas, then seeing the fruits of your work come into sharp focus.
Leveraging this opportunity we created a product with strong brand design that resonated with our target audience while helping us engage with them by adding value to their experiences.
The outcome:
I am extremely proud of the end result. The feedback we got from our target audience and industry professionals alike was overwhelmingly positive.
We created a fresh brand system that incorporates a modern color palette and a unique approach to photography, illustration and iconography that leverages a unique set of common unifying elements. Although simple, it was the culmination of hard work from a number of contributors who all worked together to distill the final result to a unique outcome.
My role:
Principal Designer and Creative Director
I designed and directed the various identity idea initiatives while helping direct a team of brand designers and product designers during the ideation and execution phase, presented to the executive stakeholders, and ultimately decided on the final brand direction moving forward.
