Independent spec work / Creative
Insurance.
With less insurance energy.
An independent exploration of how to make insurance feel human, clear and worth paying attention to.
From insight to an idea
The bridge to relief.
People buy insurance for reassurance. After a loss, the distance between a problem and getting help can still feel enormous.
The creative decision
Make the brand the bridge between the customer and relief.
Independent, uncommissioned spec work. This is not a Lemonade client engagement or a live advertising campaign. No performance results are claimed.
The thinking behind the thing
Start with a feeling.
Find the visual.
Insurance can be abstract until something goes wrong. I explored customer concerns, then turned them into visual metaphors and familiar phrases with a twist.
- Research customer situations, concerns and product benefits.
- Develop the insight, concept and headline together.
- Create visuals and adapt the concept across formats.
The creative set
Three ways in.
Why these directions
Each concept starts with a recognizable human concern: getting help, dealing with paperwork, or postponing protection until it is too late.
What I would test
Test whether the visual metaphor communicates quickly, whether the headline is understood, and whether the benefit is clear. These are proposed tests, not campaign results.