South Shore Insurance, a loyal client, sought our expertise in creating a consumer-centric insurance platform from the ground up. Entrusting my team and I with the task, we embarked on naming, branding, and designing the platform's user experience and interface. By conducting a comprehensive brand strategy workshop, we successfully guided their team in defining their values, mission, and market alignment. The outcome is Perch, a warm and inviting brand inspired by the coastal charm of the South, accompanied by an exceptional app design that seamlessly navigates users through the insurance quoting process.
My team and I traveled to Daphne, Alabama to conduct a brand workshop with the fantastic folks at Perch. This workshop played a vital role in establishing a strong foundation for their brand strategy and visual identity by delving into the essential aspects of their business. Through interactive exercises and insightful discussions, we spent a productive day with the team, resulting in the creation of their captivating brand. Notably, we played a key role in naming the company "Perch," a fitting choice that perfectly embodies their vision of a friendly and approachable brand, akin to a helpful neighbor.

Perch's brand identity was carefully crafted to embody the friendly, approachable, and trustworthy reputation of its parent company, South Shore Insurance, while also setting it apart from competing insurance products visually. The color palette chosen for the brand incorporates shades of teal and sea-foam green, reminiscent of the coastal communities that the platform serves. Complementary contrasts are achieved through the use of sunset orange and oatmeal, evoking the serene ambiance of a beach at sunset.
The logo design features an illustrated "H" that represents a stilted, seaside house, a prevalent architectural style in the region. The name itself carries dual meanings: it symbolizes the natural resting spots for local wildlife and also serves as a metaphorical "perch" for customers, offering them a comfortable and secure vantage point.

In addition, we crafted an extensive array of supporting elements that serve various purposes, such as marketing collateral, additional app functionality, and brand storytelling. These elements were designed to enhance the overall brand experience and ensure consistency across different touchpoints.

Utilizing the prototyping tool Figma, we successfully developed a comprehensive visual wireframe for the entire Perch application and presented it to the Perch team. After finalizing the flow and functionality, we seamlessly integrated the design layer into the existing prototype.