Company: Vesttoo is a pioneering insurtech company leveraging AI and data science to revolutionize insurance risk assessment, redefining non-catastrophe insurance-linked securities and bridging the gap between insurance and capital markets.
My Role: Lead Brand Designer.
Year: 2022-2023.
Managing: 2 designers, 1 motion designer, 1 video editor, and production companies for internal events.
The Challenges
Vesttoo required a cohesive yet versatile brand identity to effectively communicate across diverse channels and audiences.
Key challenges included:
- Aligning visual identity with Vesttoo’s evolving value proposition.
- Addressing varied audience needs while maintaining brand consistency.
- Meeting ambitious goals within time and budget constraints.
The Approach and Design Process
1 – Research:
- Collaborated with an external company to develop detailed audience personas.
- Analyzed competitor brands, and industry design trends.
- Audited existing brand materials and their effectiveness.
- Conducted in-depth stakeholder interviews from different departments to gather client feedback and insights.
2 – Key Findings / Insights:
- Different communication needs for investors and insurers but they both need educational content.
- Pink is not a color that investors relates to as they are quite traditional and old-school.
- Existing brand lacked flexibility for diverse applications.
Solutions
- Developed a modular design system with mix-and-match core elements.
- Delivered a cohesive brand identity with audience-tailored visual elements.
- Refined color scheme and iconography, adapting the main colors for each target audience.
- Redesigned user-centric website with improved navigation and integrated tracking tools. See project here
- Created high-quality marketing materials and educational extensive brand content and events.
- Established comprehensive art direction guidelines for events.
Design Development:
Brand Guideline and system:
- Expanded existing brand with a flexible visual element library.
- Created audience-specific applications and visual language.
Internal Resources:
- Developed templates presentations (Google Slide and Powerpoint) to provide assets for independent use across departments.
Digital Ads:
- Introduced new visuals in online ads to boost lead generation and provide downloadable marketing resources.
- Iterated based on A/B testing results.
- Designed promotional and organic LinkedIn content.
Marketing Material:
- Designed educational content for specific audiences (white-papers, presentations, brochures, one-pagers and more).
Events:
- Designed guidelines and templates for consistent external event materials.
- Hands-on art direction and branding for internal events.
Employee Experience:
- Created concepts and designs for the Vesttoo offiste, an internal event and team-building and workshops that aimed to define our values and to mingle with employees from all over the world.
- Created concept and designs aiming to promote the employee experience during the Purim Party in the theme of ‘Hollywood’ or for the New Year’s eve.
Results & Impact
- Enhanced brand recognition in the insurtech sector.
- Led design for a $1M event, achieving a 150% ROI.
- Received positive feedback from clients and stakeholders.
- Improved brand consistency and quality across channels.
- Streamlined the Design Department workflow.
Reflection
These projects underscored the value of a flexible, cohesive brand identity in supporting rapid growth. Key learnings included the importance of modular brand elements, stakeholder collaboration, and team alignment.
Skills Demonstrated
- Strategic brand development
- Cross-platform visual language creation
- Stakeholder collaboration
- Team management and production guidance
- Balancing creative and business requirements
Tools used: Figma, Illustrator, Indesign, Photoshop, Powerpoint, Google Slides.