Project developed via QuesttoNó MANYONE
how to differentiate a brand in a sector as traditional as auto insurance? this was the challenge we faced in building the justos brand, an innovative startup in this category that proposes a new business model that promotes and values safe driving among people.
a business capable of revolutionizing the market needs to have a powerful and differentiated brand. and for that, at the beginning of the construction process, it was important to know what this brand was not: it was necessary to escape the more conservative language of traditional insurance companies, and at the same time differentiate it from the standardization that many of the new insurtechs end up falling into.
brand building strategy
with this challenge in hand, we applied our proprietary quest methodology, an agile innovation process that helps companies make insights tangible through prototyping and validation.
we held a sprint that involved the visual design and research & strategy teams to build the brand.
We soon understood that justos was asking for a more human and emotional language, one that truly connected with people. “the insurance brand needs to evoke a lifestyle that you feel comfortable living. and justos does this by talking about a way of looking at insurance that goes beyond just being insured or not: it is about a lifestyle in which insurance is part of it”, says nicole alfieri, researcher and strategist at questtonó manyone.
for the construction of the brand's visual identity, the chosen illustration style played a fundamental role. With its main reference coming from the universe of comics, language builds a relationship of comfort and affection that encourages people to do things safely, and not make them afraid.
“what we tried to do was to break the paradigm of this type of brand, with illustrations that cause a 'friendly estrangement'. while traditional insurance is difficult to understand and has many intermediaries between brand, insurance and person, we brought a sense of responsibility for what you do, which brings more security and forms more prudent drivers”, says thiago marques, head of visual design at questtonó manyone.
startup innovates in the car insurance market
at the end of the process, we deliver a complete brandbook with the brand identity. it contains the value proposition, purpose, visual and verbal identities, in addition to communication developments, such as the company's own website.
building the brand consolidates the startup justos as a new benchmark within the market, stimulating a new way for people to drive and deal with car insurance.

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