The Challenge

The main challenge was to design a brand that could speak to a broad and diverse audience, from first-time policyholders to more experienced viewers. Insurance is often seen as confusing, opaque, or even intimidating — and the identity had to directly counter that perception. It needed to build trust without being overly corporate, simplify concepts without losing credibility, and maintain a professional tone while still feeling personal and friendly. The brand also had to work across a variety of digital formats, especially YouTube, where instant recognition and visual clarity are key.

The Solution

To meet these needs, the brand identity was built around a flexible and accessible visual system. A bold, rounded typeface was chosen to create a sense of friendliness and approachability, while vibrant, optimistic colors helped inject energy into the content.

The logo is distinctive, designed for strong visibility on-screen and across social media platforms. Supporting graphic elements and motion guidelines were also developed to give the channel a dynamic and consistent presence.