Alicia is a relatively new player in the insurance world. They offer flexible insurance for freelancers, a group that does not find a connection in the regular insurance world.
The brand values and existing style elements were the starting point for the assignment. In collaboration with Alicia, we investigated how the brand could be expanded without losing its recognisability.
Users can take out insurance and submit claims via the website. In developing this, Alicia ran into the limits of their own brand identity. The hyper minimalistic style, consisting of the colors black, white, yellow and the font Helvetica, did not provide enough components to properly support the user in their customer journey.
We helped Alicia make a digital translation of their brand. Which offers more possibilities without losing the characteristic Alicia appearance.
In the design language, the contrast has been sought with Alicia's hyper minimalistic basic style. The added elements show the human side, where the freelancer is given a helping hand.
Which results in a design where the important parts are circled, buttons are pointed and texts are underlined. Elements are not just added, but all serve the purpose of helping the user.
Wireframes
