Tell us about the first brainstorm session you had about the project.
We started by looking at the brand’s history and several market studies they did alongside clients and non-clients, with truly valuable feedback. Also, we looked for competitors in the Portuguese and worldwide market with a special wink on insuretechs. Then, we started testing, testing and more testing. After some trials, we had enough to discuss internally, not only with the design view of the solution but also always with a strategic mindset about what this new brand should be.
What inspired the creative direction for the brand refresh?
We knew the brand was immensely recognized in the Portuguese market. So, that was a big responsibility. The brand evolved with time but always with little uplifts, never disrupting the perception or image. This time, with all the digital requirements and an ever more changing world, we knew this brand needed to be, most of all, adaptable! This versatility and flexibility allowed to create patterns, animations and interactions that guide the user and give life to the brand.