Staysure, one of the UK’s leading travel insurance companies, sought a comprehensive brand redesign to modernize their identity and enhance their digital presence. They needed new colors, a refreshed logo, and digital guidelines that would propel the brand forward. My role was pivotal in crafting a visually striking and cohesive digital-first experience, ensuring the new identity resonated with their target audience.
Agency
VML
My role
UI & brand designer
Location & year
UK, 2023
Staysure, one of the UK’s leading travel insurance companies, sought a comprehensive brand redesign to modernize their identity and enhance their digital presence. They needed new colors, a refreshed logo, and digital guidelines that would propel the brand forward. My role was pivotal in crafting a visually striking and cohesive digital-first experience, ensuring the new identity resonated with their target audience.
Agency
VML
My role
UI & brand designer
Location & year
UK, 2023
Staysure, one of the UK’s leading travel insurance companies, sought a comprehensive brand redesign to modernize their identity and enhance their digital presence. They needed new colors, a refreshed logo, and digital guidelines that would propel the brand forward. My role was pivotal in crafting a visually striking and cohesive digital-first experience, ensuring the new identity resonated with their target audience.
Agency
VML
My role
UI & brand designer
Location & year
UK, 2023
We presented Staysure with three distinct brand look & feel routes, each exploring different visual directions. They selected a clean and bold digital-first approach that utilized vibrant colors and powerful imagery to convey trust and reliability.
We presented Staysure with three distinct brand look & feel routes, each exploring different visual directions. They selected a clean and bold digital-first approach that utilized vibrant colors and powerful imagery to convey trust and reliability.
We presented Staysure with three distinct brand look & feel routes, each exploring different visual directions. They selected a clean and bold digital-first approach that utilized vibrant colors and powerful imagery to convey trust and reliability.
Key Design Features
The Staysure rebrand delivered a cohesive, modern identity that enhanced their digital presence and reinforced their position as a market leader. Key outcomes included:
Comprehensive Brand Guidelines
I contributed to the creation of an in-depth brand guidelines document, detailing typography, colour usage, imagery styles, and digital best practices, ensuring a cohesive identity across all communications.
Digital-First Identity
The chosen route emphasized a modern and sleek aesthetic, designed to be highly adaptable across digital platforms. This approach ensured consistency and engagement across all touchpoints.
Tokenized Design System
To streamline development and maintain brand consistency, we built a fully tokenized design system in Figma. This modular framework allowed for efficient updates and scalability as the brand evolved.
Key Design Features
The Staysure rebrand delivered a cohesive, modern identity that enhanced their digital presence and reinforced their position as a market leader. Key outcomes included:
Comprehensive Brand Guidelines
I contributed to the creation of an in-depth brand guidelines document, detailing typography, colour usage, imagery styles, and digital best practices, ensuring a cohesive identity across all communications.
Digital-First Identity
The chosen route emphasized a modern and sleek aesthetic, designed to be highly adaptable across digital platforms. This approach ensured consistency and engagement across all touchpoints.
Tokenized Design System
To streamline development and maintain brand consistency, we built a fully tokenized design system in Figma. This modular framework allowed for efficient updates and scalability as the brand evolved.
Key Design Features
The Staysure rebrand delivered a cohesive, modern identity that enhanced their digital presence and reinforced their position as a market leader. Key outcomes included:
Comprehensive Brand Guidelines
I contributed to the creation of an in-depth brand guidelines document, detailing typography, colour usage, imagery styles, and digital best practices, ensuring a cohesive identity across all communications.
Digital-First Identity
The chosen route emphasized a modern and sleek aesthetic, designed to be highly adaptable across digital platforms. This approach ensured consistency and engagement across all touchpoints.
Tokenized Design System
To streamline development and maintain brand consistency, we built a fully tokenized design system in Figma. This modular framework allowed for efficient updates and scalability as the brand evolved.
Challenges & Solutions
The main challenge was aligning the new, bold identity with Staysure’s established reputation while maintaining a user-friendly digital experience. Here’s how we navigated these challenges:
Balancing Tradition and Modernity
We conducted user research to understand brand perceptions, ensuring the redesign maintained customer trust while embracing a more contemporary look.
Scalable Design System
By implementing a tokenised design system, we enabled consistent and flexible design applications across all digital products.
Collaborative Approach
Working closely with stakeholders, we iterated on designs and gathered feedback to fine-tune the visual direction, achieving a balance between boldness and brand familiarity.
Challenges & Solutions
The main challenge was aligning the new, bold identity with Staysure’s established reputation while maintaining a user-friendly digital experience. Here’s how we navigated these challenges:
Balancing Tradition and Modernity
We conducted user research to understand brand perceptions, ensuring the redesign maintained customer trust while embracing a more contemporary look.
Scalable Design System
By implementing a tokenised design system, we enabled consistent and flexible design applications across all digital products.
Collaborative Approach
Working closely with stakeholders, we iterated on designs and gathered feedback to fine-tune the visual direction, achieving a balance between boldness and brand familiarity.
Challenges & Solutions
The main challenge was aligning the new, bold identity with Staysure’s established reputation while maintaining a user-friendly digital experience. Here’s how we navigated these challenges:
Balancing Tradition and Modernity
We conducted user research to understand brand perceptions, ensuring the redesign maintained customer trust while embracing a more contemporary look.
Scalable Design System
By implementing a tokenised design system, we enabled consistent and flexible design applications across all digital products.
Collaborative Approach
Working closely with stakeholders, we iterated on designs and gathered feedback to fine-tune the visual direction, achieving a balance between boldness and brand familiarity.
This project showcased the power of strategic branding and digital-first thinking, successfully revitalizing Staysure’s identity and setting the stage for their continued growth.
This project showcased the power of strategic branding and digital-first thinking, successfully revitalizing Staysure’s identity and setting the stage for their continued growth.
This project showcased the power of strategic branding and digital-first thinking, successfully revitalizing Staysure’s identity and setting the stage for their continued growth.
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Let’s work
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Let’s work
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