Brand design and digital customer experience for
Finlands largest insurance company.
Illustrations: La Boca (Agent Pekka)
Typeface: Tomi Haaparanta
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Visual language
Living brand illustration (later LBI) is a storyboard of the company's b2c product range, starting from insurance for unborn child and ending to investments and retirement. B2b storyboard was built around entrepreneurship and scaling opportunities.
LBI was made to ease brand management and serve all designers working with LähiTapiola's brand. All objects in the LBI are editable and therefore can be used to build new situations for brand communications. LBI is also updatable – you can add new elements to the scenarios.
Close-up of the Living brand illustration (Business)
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Typography
LähiTapiola Slab was created to reflect the companys soft values
in terms of personal yet traditional typeface family.
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The new customer experience
After the brand design was coherent and up to date work continued towards customer experience. New product called "Intelligent Life Insurance" worked as a pilot for designing the new experience for LähiTapiola. It combined traditional marketing page with interactive parts and purchase funnel. Pilot worked pretty good and experience were implemented to other strategic products such as car and home insurance.
The new customer exprience and brand design meant that
LähiTapiola needed a living styleguide for digital development.
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Case Study
