Brand Identity Refresh
CLIENT
Vesttoo
YEAR
2022-2023
ROLE
Lead Brand Designer
THE COMPANY
Vesttoo is an insurtech startup. It uses AI and data science and data science to connect insurance companies, capital markets, and investors through new risk modeling solutions
The logo had to stay. So the system around it did the work, built to carry the brand everywhere the company was heading.
THE CHALLENGE
The value proposition had moved on, but the visual identity hadn’t followed. The logo was too established in the market to change. The existing color system had no logic and didn’t scale. The brief was to build an identity for where the company was going, not where it had been.
MY ROLE
Led the full brand refresh in-house as the sole designer, managing one freelancer for deployment. Every creative decision sat with one person, from concept to final production.
THE APPROACH
The constraint became the engine. Keeping the logo meant the system had to carry the brand. The color logic was rebuilt from scratch, so each palette held meaning. A modular system followed, with conceptual shapes and audience-specific elements, flexible enough to work across every touchpoint, from whitepapers and presentations to merch and the Nasdaq event.
THE OUTCOME
One brand system, deployed across digital, print, and live formats for over a year, including the Nasdaq listing event. Built to be briefed and handed off without losing fidelity, so the brand stayed consistent long after launch.
