Industry

Insurance

Client

IGotCover

IGotCover Rebrand – Insurance, Reimagined

White text logo ‘IGotCover’ centered on a solid purple background.
White text logo ‘IGotCover’ centered on a solid purple background.
White text logo ‘IGotCover’ centered on a solid purple background.

Rebranding to Speak Human, Not Insurance

The insurance industry is filled with complexity, cold language, and corporate clichés – and IGotCover wanted no part of it. Their mission was simple: become the go-to insurance brand for young families and modern professionals by being clear, personable, and above all – relatable. With a primary audience of 30–40-year-old parents, IGotCover knew they had to stand out. Their customers didn’t want to hear about premiums and policies – they wanted help navigating real-life concerns like the rising cost of living, raising kids, and protecting their income if things took a turn. The brand needed a full reimagination to reflect this everyday, down-to-earth value. I lead the digital-first rebrand that would shed the stiff tone of traditional insurers and reposition IGotCover as a reassuring voice in the chaos of life. The goal: become the friend who “gets it” – who just so happens to sell life insurance, income protection, and critical illness cover.

Old and new IGotCover logos shown side by side
Old and new IGotCover logos shown side by side
Old and new IGotCover logos shown side by side
Three IGotCover social posts highlighting insurance tips, offers, and coverage options.
Three IGotCover social posts highlighting insurance tips, offers, and coverage options.
Three IGotCover social posts highlighting insurance tips, offers, and coverage options.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Purple umbrella with the IGotCover logo printed on it, on a light background.
Four purple and cream icons: map pin, rocket, chat bubbles, and puzzle pieces on dark blue.
Four purple and cream icons: map pin, rocket, chat bubbles, and puzzle pieces on dark blue.
Four purple and cream icons: map pin, rocket, chat bubbles, and puzzle pieces on dark blue.
Animated IGotCover logo in white on a solid Purple background.
Animated IGotCover logo in white on a solid Purple background.
Animated IGotCover logo in white on a solid Purple background.
GotCover billboard showing a man playing padel and a message about income protection.
GotCover billboard showing a man playing padel and a message about income protection.
GotCover billboard showing a man playing padel and a message about income protection.

A new look for a new kind of insurance

The rebrand centred around making IGotCover feel like a partner, not a policy. I developed a bold, optimistic visual identity featuring vibrant colours, lighthearted photography, and messaging that spoke directly to daily life – from stepping on Lego to juggling groceries. Every touchpoint was built to be clear, conversational, and relevant. By stripping away the jargon and humanising the offering, we helped reposition IGotCover from "just another insurer" to a lifestyle-first brand built around trust and understanding. The brand voice became empathetic, warm, and grounded – speaking the same language as the people it serves. The result? A powerful shift in perception. The new identity resonated strongly with both new and existing customers, opening the door to a wider product range and carving out a fresh space in a crowded industry. IGotCover emerged not just as an insurer, but as a modern-day essential – cover for people who live real lives.

  • IGotCover logo with the words ‘Come on in!’ on a glass window with a leafy reflection.
  • Two smiling heart illustrations wearing winter hats and scarves, one in color, one in black and white.
  • IGotCover branded stationery set with letterhead, business cards, and two colored pencils.
  • Two illustrated phones with speech bubbles, one outlined in black, one in color with icons.
  • IGotCover logo with the words ‘Come on in!’ on a glass window with a leafy reflection.
  • Two smiling heart illustrations wearing winter hats and scarves, one in color, one in black and white.
  • IGotCover branded stationery set with letterhead, business cards, and two colored pencils.
  • Two illustrated phones with speech bubbles, one outlined in black, one in color with icons.
  • IGotCover logo with the words ‘Come on in!’ on a glass window with a leafy reflection.
  • Two smiling heart illustrations wearing winter hats and scarves, one in color, one in black and white.
  • IGotCover branded stationery set with letterhead, business cards, and two colored pencils.
  • Two illustrated phones with speech bubbles, one outlined in black, one in color with icons.

More Projects

Anthony Joshua stands shirtless beside white protein shaker and supplement bag icons on black.
Anthony Joshua stands shirtless beside white protein shaker and supplement bag icons on black.
Anthony Joshua stands shirtless beside white protein shaker and supplement bag icons on black.

Bulk Icon Library

Busy Bee life insurance logo on a honey yellow background.
Busy Bee life insurance logo on a honey yellow background.
Busy Bee life insurance logo on a honey yellow background.

Busy Bee Rebrand

Illustration of a smiling piggy bank on a blue background.
Illustration of a smiling piggy bank on a blue background.
Illustration of a smiling piggy bank on a blue background.

Cost of Living Explainer Video

View All