HiRoad brand strategy & guidelines
The challenge: win tech-savvy Millennial customers away from “oldsurance” giants spending billions a year on marketing.
The solution: a fresh, audience-aware brand that stood out from the traditional red and blue incumbents, and reframed insurance not as transactional, but aspirational.
Collaborating closely with our CMO, creative director, and customer insights team, I worked on the brand strategy and execution from initial competitive analysis to final typography notes. I’m especially proud of the initial brand purpose and promise (pages 4-5), the symbolism behind the “uptick” logo mark (page 8), and notes on photography and visual style (19, 25).
#1
Success metric: HiRoad became the fastest-growing insurance startup in the country