SCOPE OF WORK
BRANDING | UI/UX DESIGN | COMMUNICATIONS DESIGN
InstaProtection
Humanising InsurTech
Insurance can be complicated and intimidating, especially when one is caught in a maze of insurance jargon. The new InstaProtection brand combines research and user experience principles to create a seamless user-centered brand experience for digital natives across Singapore, Malaysia, Thailand, Vietnam, and Indonesia.
InstaProtection is the proud recipient of the Indigo Design Awards Gold in Technology 2022.
Brand Audit
The brand audit consists of an in-depth look into InstaProtection’s existing brand through a series of stakeholders and employees’ interview sessions, desk research and customer journey mapping on the company and three other identified competitors to understand the current InsurTech landscape and key competitors. Additionally, we collected 20 qualitative customer interviews to gain better clarity on the market needs, such that the new brand position could serve to meet these demands.
The result is a playfully illustrated tripolar brand with strong colours and simple language in a coherent tone of voice, making InstaProtection stand out and take the lead in making insurance more approachable and human in the InsurTech space.
Brand Position
We repositioned InstaProtection to bring their functional and relational qualities to the forefront – in terms of their ability to deliver fast and hassle-free insurance solutions, along with personalised yet comprehensive customer service at the same time.
InstaProtection’s new brand essence, ‘Your Pocket Guardian’, captures their proactiveness in providing protection that is personal, attentive, convenient, easy, and all-encompassing. This is brought to life with a unique cat hero mascot which also embodies InstaProtection’s new Hero personality. The Hero tone of voice is then applied to simple language across all touchpoints to ensure an easily understandable and trouble-free experience.
The brief for the app was to evaluate its existing UI/UX design and make appropriate recommendations that are aligned with the new brand position and identity design. We worked with a third-party software development team to redefine the user flow, as well as introduce new functionalities that would benefit the end users. This resulted in a refreshed app design that is user-friendly, interactive, and modern-looking.
App Design
