Designing a warmer way to insure with PolicyMe

As PolicyMe grew, so did the challenge of creating a cohesive, distinctive identity.

PolicyMe delivers modern, hassle-free insurance, but the existing brand identity and customer experience weren’t aligned with its rapid growth and expanding partnerships — creating a need for a unified, trustworthy, and distinctive design system.

We considered the challenges we faced with our existing visual identity

Font challenges

• The visual identity lacked character and distinct personality.

• Weak visual hierarchy made it challenging to guide user attention effectively.
  

• Reliance on Lato — a widely used Google font — further diluted brand distinctiveness.

Colour challenges

• The colour palette felt overly busy, with an emphasis on blue that came across as cold and clinical.

• Primary CTAs lacked distinction and did not clearly stand out as the key interactive elements.
  

• Hierarchy was unclear, making it difficult to identify the most important content and interactive components.

• Interactive elements failed to meet WCAG colour contrast requirements, limiting accessibility and usability.

Marketing challenges

• Differentiating all of the products we were offering (no longer just term life insurance only)

• Every other corporation started to look the same as us
  

We looked at other brands we all admired, in and outside of the insurance industry, here are a few examples:

Design Principles

The findings above really began informing our discussions around who we wanted to be and what we wanted to represent. The brand expression comes to life through PolicyMe’s four design principles.

Simple

• Modern and minimalist design for our webapp to create visual hierarchy and help the customer focus on the most important information

• Remove all visual clutter and contrasting colours
  

• Leverage colour to increase clear communication

Honest

• Display real customer reviews and ratings

• Refrain from using small or hidden print
  

• Be clear and upfront about our processes

• Organize our content and flows in digestible manners, using layman terms

Caring and Approachable

• Rounded corners and borders

• Use real photography to showcase humans instead of blobbies
  

• Warm, earthy tones to calm, ground and reassure our customers
  

• Use micro-animations to delight our customers
  

Our New Logo

We explored a range of color combinations, including pinks, purples, and blues, but ultimately centered our palette around green, creating harmonious shades that complemented it. This approach not only exceeded WCAG accessibility standards but also best captured the vision we aimed to bring to life.

Colour Palette

PolicyMe delivers modern, hassle-free insurance, but the existing brand identity and customer experience weren’t aligned with its rapid growth and expanding partnerships — creating a need for a unified, trustworthy, and distinctive design system.

Typography

Previously, we used 1 font for both headings and body and it lacked a ton of character. We wanted our heading font to resemble our logo to maintain cohesion and we wanted out body font to be slightly more rounded to add to the approacable feel we were going for.

Meet our modern and intentional ecosystem

This ecosystem is meant to reflect growth, innovation and protection

Components

Beyond accessibility, we aimed to be intentional with the UI design of our components, aligning them with our rebrand principles: simple, honest, caring, and approachable. To achieve this,

• we rounded all components for a softer, more inviting look

• used a single color for all interactive elements to maintain focus on key information.
  

We leveraged Figma variables to create scalable and responsive components and elements such as spacing and responsiveness.

Success metrics

• In its first year, H&D accounted for over 39% of all sales
  

• 5% increase at checkout
  

• Consistent positive reviews and feedback on both the product and the experience

Check out PolicyMe

What I learned