Rebranding the Product Experience

Moving from Verifly to Thimble started with the logo. From there, the design system followed, built to read like a new challenger in the space, not an incumbent.

Verifly started as insurance for drone pilots and had grown to cover over 160 professions, one of the early on-demand insurance brands disrupting the space. The brand hadn't kept pace. The black and yellow branding read like a warning label, and the mid-century oil painting portraits across the site and app, originally meant to feel empowering, had started to feel dated and a little unsettling.

The brief was straightforward to state and hard to execute: modern and tech-forward, but established enough that people would trust it with their business. I owned bringing that brand identity into the product, the foundation for a new design system and visual language across the experience.

Blue reads as trustworthy and calm, which is why it shows up in so many financial brands. We wanted those qualities without blending into the category. Working through color use across financial and tech brands, we landed on green, a primary color still underused in financial services.