Hello Insurance
Helping an ambitious insurance provider be a more efficient customer-focused alternative.
Client
Hello Insurance
Agency
PixelSoup
Deliverables
Creative direction
Brand identity
Design system
Iconography
Illustration
Experience design
Helping you with life's big changes
Hello Insurance work with the biggest brands in the life insurance market in Ireland. Everything they do is geared around offering affordable life insurance and mortgage protection. They felt they had outgrown their original visual identity which did little to signify their offering and attitude — wanting to redesign their service more around their customers — and make the whole process of getting insurance as easy and cost effective as possible.
I worked with the company's founder and marketing director to refresh their visual identity to better reflect the true spirit of the brand and to tell the Hello.ie story in a more creative way. I created friendly, user focused designs through the introduction of a new logotype, identifiable product icons, engaging brand illustrations, informative layouts and clear messaging. All with the aim to allow them to relaunch their service — bringing the very best insurance quotes together with the highest possible levels of customer service.
Life. Cover. Simple.
A new creative approach was needed to reflect the 'Life. Cover. Simple.' brand tagline, so a clean, uncluttered design was used to promote a sense of simplicity with customers and represent the brand as a place where complications and convoluted details are out of bounds. This approach was used for copy — say what needs to be said, no more, no less — and extended to imagery and through to user experience.
Evolving colours
A new more inviting, and less divisive, brand palette was introduced, to better work across all applications, on screen and off. Blue was chosen as a primary brand colour as it resonates with people and makes the company feel honest. Pairing that with a green and grey in the logo is a safe bet for this brand.
Blue
#053AA5
Green
#00BF6F
Pink
#F2948F
Grey
#595959
Light Blue
#D4ECFA
Light Green
#E2F5EB
Product icons
To help users identify and familiarise themselves with the key products offered by Hello.ie — from Life Insurance to Serious Illness Cover — a series of icons was designed for use across the new website. These icons use a rounded stroke to visually match and complement the 'dot' used in the brand wordmark.
Big changes and small moments
To bring the Hello insurance products to life, I created a collection of lined illustrations that portray life’s big changes — moving into a new house, having a child, dealing with a serious illness — as well as the little moments in life that people find relatable — browsing online with a cup of coffee, bathing a child, a family photograph capturing a time and a memory. Oversized everyday items — folded towels, a key, a wallet, coins — were included in these illustrated scenes to highlight key product aspects of protection, security and financial savings.
Stylised free-flowing Speech Bubbles — suggestive of conversation and the constant changes in life, and implied by the 'Hello' name — were introduced as part of the new visual language.
Visual match
The mix of sharp and curved shapes used in the lined illustrations mirror the forms of the Hello.ie wordmark, while the rounded caps of the stroked icons reflect the 'dot' in the brand wordmark.
Improving digital touchpoints
The updated visual language was extended throughout the new hello.ie marketing website, with changes made to improve the experience of applying for product quotes online, as well as allowing potential customers to more easily engage with the company.
Helping to enhance the digital face of the brand and connect with new customers in today’s crowded insurance market.
Increased customer conversion
The 'Get a quote' form on the Hello.ie website is an essential component of the digital business. The aim was to make the form as easy to understand as possible for visitors, to increase conversions, enhance user experience, and save time and money by streamlining the form design.
The quote form is broken down into three small sections — policy, details and declaration — so new visitors can scan information quickly.
A key benefit of choosing Hello.ie is the fully qualified and friendly staff, so the 'Get a quote' form was designed to quickly lead the way for a callback to new customers, from staff who are equipped to help them make the best possible choices when it comes to life, mortgage or serious illness cover.
Simplicity follows usability
End-to-end service — from initial online interaction to delivered policy documents
Credits
Creative direction, design & illustration: Marc Walsh
Development: Katie West
Producer: Philip Lynch
Collaborators
Geoff Boyle, Executive Director, Hello.ie
Padraig O'Neill, Digital Marketing Director, Websure