Cover is a mobile-first insurance start-up that combines intuitive tech and a human touch. In a complex and barrier-ridden industry, their mission is to provide a more personalized approach to insurance, helping customers get the insurance that is right for them. BMD helped Cover express this purpose through a holistic system, including visual identity, voice, tagline, and digital presence.
Cover’s new tagline “Insurance for you and you and you” is an expression of that approach, using the positive and easy-going charm of the brand voice. Throughout, the messaging conveys Cover’s role as a partner and advocate, working with you and on behalf of you. Together with the visual identity, the voice aims to re-focus the experience of getting insurance back to the people it serves.
Breaking from visual conventions in the saturated Insurtech landscape, and the new identity is warm, personable and built to last. The logo and icon bring together the punch of a bold geometric typeface with the charm of a serif. The custom drawn letters of the logo make it stand out among the ornamental and stark lettering that is traditionally present in the landscape.
Bright, naturalistic photography of the many people Cover serves are captured in relaxed poses and casual settings. Poppy red and rich navy ground the the vibrant secondary colours, giving the digital space both more clarity and expression.
A set of overlapping shapes nods to the unique and sometimes intersecting needs of the Cover customer and provides the visual foundation for pattern, iconography and bold graphics. The result is an engaging and put-you-at-ease experience in a complicated and stress-inducing landscape.