Eva Kleiner

Vesttoo Brand & Marketing

—

by

eva
PROJECT

Vesttoo Branding

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.

Client:

Vesttoo

Year:

2022-2023

Role: 

Lead Brand Designer

Managing: 

Designers, editors, and production companies for internal events.

CHALLENGES

Vesttoo required a cohesive yet versatile brand identity to effectively communicate across diverse channels and audiences.

Key challenges included:

  • Meeting ambitious goals within time and budget constraints.
  • Addressing varied audience needs while maintaining brand consistency.
  • Aligning visual identity with Vesttoo’s evolving value proposition.

DESIGN PROCESS

Research: 

  • Conducted in-depth stakeholder interviews from different departments to gather client feedback and insights.
  • Collaborated with an external company to develop detailed audience personas.
  • Analyzed competitor brands, and industry design trends.
  • Audited existing brand materials and their effectiveness.

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.
  • Created high-quality marketing materials and educational extensive brand content and events.
  • Established comprehensive art direction guidelines for events.
DESIGN DEVELOPMENT
Brand Guideline and Design system: 
  • Expanded the existing brand identity by developing a comprehensive and adaptable visual elements library.
  • Consolidated all key aspects of the brand, including tone of voice and insights from market research, into a cohesive and user-friendly brand book.
  • Designed audience-specific applications and refined the visual language to resonate with target demographics effectively.
Internal use examples

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 (gathered content).
  • 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

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 AND IMPACT
  • Improved brand consistency and quality across channels.
  • Fostered a stronger sense of belonging and connection among team members to the company.
  • Streamlined the Design Department workflow.
REFLECTION AND LEARNINGS

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.