justos entered the car insurance market with a model that values safe driving. its brand needed to distinguish itself from both traditional insurers and the increasingly similar language of insurance startups. the opportunity was to make insurance feel more human and connected to everyday life, encouraging responsible behaviour through a positive relationship with drivers.
a strategy and visual design sprint established the brand's purpose, value proposition and expression. illustrations inspired by comics introduce humour and an unexpected, friendly character, making a serious subject easier to approach. the visual and verbal identities bring warmth to the service while keeping responsibility at its centre. a brand book and website carried this language into the company's first points of contact with its audience.
credits
chief creative officer
leonardo massarelli
research and strategy
luiza rudge
nicole alfieri
naming
luiza prado
verbal identity
luiza prado
head of design
thiago marques
design
rodrigo santos
ciro geara
illustration
thiago marques
rodrigo santos