Colonnade

Branding for a digital insurance company

This is a story about transforming a serious B2B insurance company into a friendly B2C brand

Colonnade has been around in Ukraine since 1998. However, until recently, the company worked only with businesses: it dealt with factories, fleets, and various business risks.
Is this a new insurance company?

In 2019, the insurance company decided to enter the B2C market in a wholly digital format: without offices and branches, without tons of paper and unnecessary procedures. We started with the most common insurance products — KACKO and Motor third-party liability insurance.

So we started working on the launch of the first digital insurance company in Ukraine

A series of interviews with drivers and insurance users helped us to understand their pains and challenges.

We’ve discovered that people don’t understand the terms of their contract and the difference between the most common types of insurance in most cases. Moreover, they don’t want to communicate with managers and try to avoid anything connected with insurance. We realized that our main enemy was excessive fuss around buying the seemingly simple products.

This is how we came up with the brand positioning for the B2C branch of Colonnade:

Hassle-free insurance

How does this work in practice?

You can buy our KASKO and Motor third-party liability insurance online in 1-2 minutes. Without the paperwork, offices, annoying calls, and all that stuff everyone hates.

The market is overwhelmed with “solid” brands that look similar and sound in the same boring way. In contrast to them, we have created modern brand with simple and sincere communication.

What's the idea of visual identity?

We could not change the form of the logo, so we repainted it in bright orange (the color of optimism) and created a cool new visual world around it.

The only realistic element of the brand identity are hands. They help to maintain a certain level of intimacy and humanity in our digital insurance world.

Open palms are associated with honesty and transparency. Fingers help to point, guide, and deliver messages. They appear from the portals of oval shape, which fill the images with a certain magic.