Branding the next big thing in insurance.


As the insurance industry is walking much the same path as banking did with the entrance of open banking – insurtech company Insurely wanted to reinvent themselves and scale internationally, pivoting from a B2C-service to a stronger B2B-offering targeting neo-insurers, insurance companies and banks.


To claim the leader jersey within open insurance, the new brand is built on transparency, clarity and a digital-first approach. A brand strategy, tone of voice and messaging hierarchy was developed, followed by a full visual identity with a design system built for all touchpoints that is needed by a brand that acts both host and guest. A 3D-world built on abstractions of data, a custom typeface based on open type and geometric shapes based on numerical operators were developed to give the brand connection to open data, while retaining the dynamic playfulness needed to counteract the rest of the category.

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