“Win tech-savvy Millennial customers away from billions-spending incumbents, and reframe the category as aspirational instead of transactional.”

The solution: a fresh, genuine-feeling brand that stood out from the traditional red and blue incumbents, used conversational language and distinctive design to inspire trust, and came to life through an intuitive mobile quote and website.

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).