by Creativeans

Rebranding InsurTech
Majority of insurance and InsurTech brands adopt a more serious and jargon-intensive approach to convey professionalism and legitimise their product offerings and services. This, however, makes the industry appear cold, unfeeling, and difficult to understand. This brand refresh leads the way in showing that insurance can be humanised and made more approachable and accessible with illustrations and simple language, yet still convey a sense of professionalism and legitimacy at the same time.

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.

Unique to InsurTech, eye-catching colours and a round sans-serif font were strategically picked, based on customer research with Gen Zs and Millennials, to convey fun and friendliness. Similarly, the illustrated approach stands out in InsurTech, while making insurance easy and more accessible, especially to younger digital natives.

This approach allows for a better understanding of complex insurance terms and processes, by presenting them in simpler and more human ways. Coupled with imagery depicting real life scenarios, the overall brand appears more authentic and genuine across its corporate stationery, social media, mobile app, and website.

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.


Gold in Technology 2022

Created by:

Lead Designer

Kimming Yap (Lead Consultant)

Design Company


Profile Website

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Project Website

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Design Team

Natasya Budi Otomo, Beh Cheng Mun, Chun Yan Ng, Rachel Lim