Assignment: 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.