Insurance can be a complex and stressful part of business. First Element provides B2B services for navigating the insurance needs of other companies that provide it to their employees.
I compiled and analyzed competitors and the overall landscape of the B2B insurance market and compared that to a review of stakeholder answers to a questionnaire. This revealed that the brand voice needed a clean and cool approach. Subtle, yet dimensional, imagery mixed with cool tones conveyed a measured and analytic service. Sharp diagonal line work and bold solid color swatches speak to First Element’s ability to move quickly and keep in step with the ever-changing landscape of insurance. Sparse photos of business savvy individuals were used to connect viewers on a more personal level by referencing the one-on-one relationships First Element provides to its clients.
