As a digital challenger in a very conventional and anything but user-friendly industry, Faye is evolving travel insurance from a forgettable add-on to a must-have advantage. A smooth tech experience, great costumer service, and a very present, human and positive attitude are all vital components in taking travel insurance and assistance to the 21st century and becoming an insurance brand that customers would actually want to engage with. Faye had, however, reached a point where they needed to refresh their visual identity to make the Faye brand feel more mature and modern without losing the warm, feminine, delightful side of its existing brand core. WDP partnered with Faye to deliver just that: a refreshed visual identity to lift Faye’s overall brand appeal towards both consumers and B2B-partners and, equally importantly, create a highly functional and cohesive design from a UI/UX perspective.
The Faye logo, the purple hero color, and the illustrative design expression were the only elements from the previous design that we had to keep. Everything else was up for change and to help guide the design process, WDP and Faye established four key design principles: Tech first, Warm, Delightful and Dreamy. On the one hand, we had to make sure to not make the design so functional and “techy” that the brand lost its human and warm appeal. On the other hand, the personal, colorful, and delightful design elements couldn’t compromise the core functionality of the design in web and app environments.
WDP established a modular layout framework that was flexible enough to style busy illustrations, images, and videos while preserving clarity and hierarchy. Other key elements of the previous design was simplified, e.g. by going from a two-font to a single font system, leveraging a typeface both functional enough to work in small text sizes and expressive enough to work at display sizes. Illustrator Fran Labuschagne created a series of beautiful illustrations to bring out the warm, delightful and dreamy tones of the visual identity. To balance out the expression, WDP defined an image style that brought a real-life feel to the design, evoking the sense of excitement, spontaneity and perfect imperfection that traveling is all about.
Check out Faye’s redesigned website here.
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