Brand Refresh
So‑Sure’s playful look won attention but lost trust. We noticed a credibility gap where customers drop-offed at the quote-to-checkout step. Additionally, every internal campaign demanded fresh artwork because nothing fit together. Marketing spend went to reinventing assets instead of shipping offers, delaying go-lives and inflating CAC.
Those two problems – perception of trust and operational drag – is what the refresh had to solve. I led the brand and motion refresh to close that trust gap and cut production drag.
An 8‑second loop shows logo, palette, UI, merch, and app in one frame, demonstrating how the new system scales everywhere.
Shield‑and‑smile wordmark. The "o" smiles, the "u" hides a shield. Warmth meets safety in one mark.
Five tones, delivering clear contrast and WCAG AA compliance.
Social Presence
Real-life images portraying moments where cover matters – replacing cartoon brightness with grown-up clarity.
The tees carry the shield‑smile subtly, turning customers into moving ads.
Before
After
Taking the homepage as an example from the when is lacked information hierarchy, engaging imagery, and alignment, to a redesign that adheres to a clear hierarchy with captivating imagery all on a grid. This ensure a seamless user experience while scrolling.
Screens mirror site colours and headline, reinforcing recall and boosting installs.
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DetailsAssignment: The challenge was to refine So-Sure’s brand identity to feel more sophisticated and contemporary while retaining its friendly and approachable nature. The goal was to ensure the visual language resonated with a younger audience and reinforced the company’s mission - making insurance simple and accessible. Beyond just a logo update, the refresh needed to extend into a full Design System that would bring consistency across all touchpoints, from digital to print. Approach: I started by refining the brand’s core visual elements, focusing on the wordmark and key motifs that reflected So-Sure’s values. Beyond logo development, I built a flexible design system that ensured consistency across marketing materials, the website, and the app. This included a refreshed colour palette, typography, and iconography, all designed to create a cohesive and engaging experience. Motion design also played a role - bringing warmth and personality through subtle animations that reinforced the brand’s human touch. Results: The brand refresh which had a 25% increase in brand engagement, elevated So-Sure’s identity, making it feel more premium without losing its relatability. The new Design System streamlined creative execution, giving the team a clear foundation to build from while allowing flexibility for future growth. The refined brand assets helped improve brand recognition and strengthened the company’s positioning as an insurance provider that speaks clearly, feels trustworthy, and connects with its audience on a personal level.