Cark is a digital service that lets you easily manage and access your insurances via app and portal. The old Identity of clark did not communicate their promise well, so Clark needed a rebranding strategy to fulfill its promise to their target audiences and to reflect its new values.
”A Brand for Millennials that are fighting the traditional way of doing insurances.
The Goal
Visual Elements
After market research and investigating where our brand stands, we concluded that the new branding should reflect Clarity, Approachableness and accuracy.
Colour
Our Main Colours are Assure and Trust Blue. Our secondary colours are for giving our visuals a fresh and friendlier feel, those colours are Red umbrella, Guardian Green and sky blue.
#0439d8
Assure
#080f8c
Trust Blue
#87cdf9
Sky Blue
#1ef7cd
Guardian G.
#ec7979
Red Umbrella
Typography
Open sans was chosen as our paragraph font because if its high clarity and friendly appearance. Our Display font, Tiempos headline, is what balances our visuals and gives a mature feel to our brand, we needed our type to still look authoritative yet not old nor boring, this was crucial as we were looking for elements that gives trust, but not looking way too traditional.
Design
Various design creatives for different marketing channels in our new visual direction. What was important for us is to divert from a typical “techy” startup look, and reflect an approachable clear feel to build trust. It was crucial to make our hands element inclusive to be approachable to everyone, having them in a collage cut out style and half-tone, to be physical and tangible to our audience.
Video Ads
Selected examples from video ad campaigns made for clark, to showcase the product throughout online marketing channels.
Christmas Campaign
The Concept of the Christmas Campaign was to challenge the typical usual thought that, insurance companies are boring and traditional. We wanted to break the boring insurance stereotype, by being transparent and showing the Clark team in funny Christmas costumes, and giving them a hint of their fun character. The Campaign was Online through Clarks marketing channels, as well as offline as A2 Posters in Germany.
