Liberty Mutual

Liberty Mutual

A new insurtech platform to attract millennials

Markets like renters insurance are filled with tech-savvy start-ups that affluent millennials embrace. To be competitive outside their traditional space in auto and home, Liberty Mutual needed a different approach. So we collaborated with their innovation incubator, Solaria Labs, on rapid development of a new insurance brand and platform.

Capturing the essence of a tech-savvy start-up

What should this new entity look, feel and sound like? A competitive analysis helped guide development of a range of names and brand identities, each with its own unique personality.

As part of our fast concept-to-market approach, research captured quantitative and qualitative feedback from key demographics. Exposed to the identities and sample site pages we created, they responded most enthusiastically to the accommodating spirit of “Certainly.”

A less-is-more approach to site development

Following testing, Certainly was refined and expanded into a full e-commerce experience for desktop and mobile.

Designed to be quick and easy for the millennial audience, the site’s UX led users to a seamless and engaging quote process. Customizable options and personalization enhanced the experience – for example, users could customize their coverage and see their premium update dynamically.

Going to market in style

To get Certainly off to a fast start, our brand style guide offered a detailed blueprint for bringing the brand to market. The guide covered everything from tone of voice to custom icons, ensuring the brand would always be presented in a consistent and dynamic way.

What we did

Strategy  /  Competitive Analysis  /  Naming  /  Brand Identity  /  Site Development  /  Brand Guidelines