Insurance coverage firms and delightful branding do not essentially all the time go hand in hand, however with its new model technique and visible identification of insurance coverage firm Marshmallow, Ragged Edge has proven us the way it’s completed.
Marshmallow is a little bit of an anomaly within the insurance coverage world. It prides itself on protecting individuals who have been sometimes difficult to cost – just like the a million (plus) individuals who have migrated to the UK from all around the world. Ragged Edge’s new identification completely encapsulates this distinction, and celebrates it.
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To deliver Marshmallow to life, Ragged Edge created a modular system, with a library of characters, Marshforms, that can be utilized in varied enjoyable compositions, and are designed to be as completely different in shapes and dimension as the shoppers they signify. A brand mascot, in a cute marshmallowy kind, brings heat to the scheme, and in addition makes the corporate stand out additional among the many competitors.
“We constructed the model round ‘valuing distinction’ – an concept that’s as distinctive as it’s related to an viewers who’re constantly penalised for his or her various backgrounds, experiences, and circumstances,” says Ragged Edge co-founder Max Ottignon. “The brand new identification celebrates infinite variation in every thing from the design to an empathetic tone of voice.”
Jessica Bong, design director, explains how the group got here up with Marshforms. “As soon as we had the concept [of valuing difference], we would have liked to specific that whereas constructing affinity with individuals. Creating an limitless number of Marshforms that every had character and persona felt like the proper resolution.”
Marshmallow’s new tone of voice is obvious and welcoming, the language has been made to be as inclusive as potential for these with various English proficiency ranges and the typeface is a personalized model of Youth by AllCaps foundry. “We labored with the foundry to make some updates that helped enhance readability, making it accessible for all,” explains Ottignon.
There’s a lot to like about this scheme. The character designs handle to be consultant of various kinds of individuals, with out resorting to stereotypes, and the best way the shapes are used throughout completely different touchpoints – from cell animations to air freshener and furnishings – reveals the energy and adaptability of the identification.
I requested the Ragged Edge group what they’re most pleased with, and Bong stated: “That’s a tough query! We like it all. However actually, we’re proud to have constructed an identification that values the various backgrounds, experiences and circumstances of an viewers that’s typically penalised for these very issues.” And did we point out it appears good?
To search out out extra, go to Ragged Edge’s web site