We worked with an exciting team of entrepreneurs across Shanghai and Hong Kong, to launch their new life-style driven insurtech brand—blüüm. Turning conventional insurance branding upside-down, blüüm empowers people to enjoy all stages of life by taking an inventive approach to health management through the use of creative technology. Combining the complementary forces of “logic and creativity”, we helped the brand to rise above the fray in the insurance category. More than just protection against the uncertain, blüüm was created to inspire and enable.
Insurance companies often position themselves conservatively, for obvious reasons. They lead with 'providing protection against uncertainty' and, if they're up to date, often offer a sleek digital experience. By engaging in our co-creation process with the team at blüüm, we helped to extract more meaningful insights about the role of the brand, aligning the team to combine their understandings into a more unified direction. To match their new brand positioning, we developed the "human-tech" concept—advocating for user empowerment and easy product customisation.
To communicate our human-tech dichotomy, we took an approach blending a professional and logical tone, with a lively and creative style. Our insights from the brand philosophy were executed consistently throughout the brand tone-of-voice and visual identity. To provide a human element to a primarily digital experience, and further develop our theme of duality, we developed the ÜÜ mascot—sharpening blüüm’s communications in a human, friendly and approachable way. By taking such a bold position, Blüüm clearly differentiates itself from both incumbent and upstart competitors, enabling the public to reimagine the insurance industry, where insurance is far more than protection, but a tool that empowers everyone to live their life to fullest.