Legacy auto-insurance providers use metrics such as credit score, marital status and income to determine pricing, which is considered structurally biased. However, LOOP’s alternative model primarily uses two metrics – the state of the roads and driver behavior – making it equitable for all communities.
Reflecting on the way the insurance industry continues to stereotype based on wide-ranging demographics, rather than the individual, we developed a central creative positioning of the ‘infinite loop’ – referring to a new business model that benefits and keeps all parties informed or in the loop. This is represented graphically through the brand identity, which exemplifies the movement of the brand with letterforms made by continuous, unbreakable linework that resembles roadside markings. Even through the brand icon – the isolated ‘L’ – signifies the infinite loop of information-sharing and trust between the
users and the product.
LOOP rewrites the rules of auto insurance by balancing data-driven, telematics technology with a brand that cares.
LOOP’s brand design is built around being more friendly and inclusive, by showcasing modern day lives and drivers in a more fun and empowering way. The illustrative design style we created uses a core line that loops across every graphic manifestation, signifying every part of the journey in day-to-day life. Ultimately, creating an insured community that cares for people and what moves them.
The end result of our redesign is a perfectly imperfect visual system that brings smiles to millions of people everyday.
Client: LOOP
Studio: Pearlfisher NYC
My Role: Designer & Illustrator
Studio Team: Hamish Campbell (VP Executive Creative Director), Nile Hope (Design Director), Alex Wagner (Senior Designer), Jaisy Roman (Senior Designer), Chris Allan (Head of Strategy), Caitlin Russel (Strategy Director), Justine Allan (Head of Client Management), Abigail Miller (Client Director)