People-powered insurance
Creative director for Authentic, 2022
Strategy:
The founder workshop produced three pathways to community-driven insurance. 'Revolutionary' won over 'progressing together' and 'collective' because the product changes who holds the money, and everything after was built on it.
Design:
A mark of three figures around a common space, seen from above, repeated as a pattern across stationery and a golf-ball box. Then the splash site, the risk dashboard and the investor decks.
Leadership:
Stay.Gold was agency of record for three months in 2022 and I ran it as head of brand and product. The site went live and the business model came to life.
Authentic sells captive insurance to people who want to own the risk pool rather than rent it.
Product in Hand
The mark is the people.
The mark alone on cream, red. Then the mark tiled into a pattern on a black gift box, across a golf ball and a cap. On the dark dashboard, a community pool and a portfolio risk screen.
Product in Life
The pool, on a dashboard.
A business owner joins a pool with people like them and watches it on a dashboard, the community pool and the portfolio risk, rather than waiting for a renewal letter once a year.
Product in Culture
Bought once, resented twelve times.
Insurance is bought once a year and resented twelve times. A brand in that category usually looks like the company holding the money rather than the people in the pool.
Position:
Head of Brand & Product at Stay.Gold
Services:
Brand strategy, identity, UX/UI, investor decks
Partner:
Authentic
Status:
Launched, 2022