Create a contemporary brand identity for a life insurance provider aimed at Millennials and Generation X.
The objective was to challenge the traditional perception of insurance by creating a brand that feels approachable, optimistic and centred on people rather than policies
The Challenge
Insurance brands often rely on conservative visual language, making them appear distant and transactional.
The challenge was to build trust while creating a warmer, more human identity that would appeal to modern families planning for the future.
Solution
I developed the name Kin, reflecting family, belonging and connection. The identity combines a bespoke wordmark with a protective arc device to express security, longevity and optimism.
A warm, contemporary colour palette and approachable typography reinforce the brand's friendly, reassuring tone across digital and print applications.
