When developing a key art style for the Policygenius brand our goal was to create distinct and memorable assets that meet the needs of our company today, and will scale to meet the use cases of the future. This includes 2D digital products, online and offline marketing, and any potential forays into live action TV.
We began the style exploration with the DNA and ‘ingredients of what existed in the brand system which included the brand iconography style and our brick system.
We examined illustration styles and the industry professionals that use geometry in unique and defined ways.
We also took a look at brands that showcase their product in unique and distinct ways. Bigger, older insurance companies tend to rely on a single asset to connect everything. Newcomers have stronger design, with less flexibility.
Our solve was to develop a more tactile, 3D key art style built from the flat 2D styling of our product iconography, and apply photorealistic lighting and textures. Ultimately, a win for the brand is if this style is able to effectively bridge from a digital experience to real world experience, delivering on the Policygenius value proposition.
As we began to hone in on the style further we developed a mood board with images that represented each our our design principles: Sophistication, Strength, Human, Clarity and Smart.
We began to sketch ideas for the style, along with how they would interact across various brand touchpoints and continued to refine the style from there.
Here is a series of the creative that was developed to promote our life insurance product and the various value props.
And here is the set of complementary assets we developed to promote our home & auto insurance product.
This project would not have been possible without so many talented people, designers, and our cross functional teams at Policygenius.
Credit:
Creative Direction: Michael Gray
Design & Motion: Cristian Malagón Garcia, Meeta Panesar
Copy: Diane Ly, Laura Reineke, Christina Valenziano