Insurance is boring. Especially when you get into the higher echelons of underwriting and all the way to the top, I’m talking Lloyd’s of London. They want to project security, stability, and strength. Not Beazley. Headquartered in London, they are a major underwriter of large businesses dealing in billions of dollars worth of insurance contracts.
Their core belief is that if their customers feel a great sense of security and protection from risk, then they are more likely to focus on their businesses and take bigger chances at improving, well, just about everything. With the newly created positioning “Explore. Create. Build.” it gave them license to push the boundaries of their brand and communicate in a global website how RISKY BUSINESS can be mitigated by their extensive experience in the RISK BUSINESS.
Beazley
Global Website ↗
Illustrations
At the core of the new rebranding was an updated illustration style that communicated the creativity in their new positioning. Working with an illustrator in London we created a library of illustrations to use for many different areas of underwriting that Beazley needed. The quick, gestural digital illustrations allowed us to use them throughout the site and even animate them drawing while the user scrolled through the experience.
Scrolly-Telling Journey
I pushed for the the user experience to have the illustrations come to life as if they were drawing in realtime while the user scrolled through the home page. The line starts by crossing out the “y’ and continuing down the page going in an out of CMS blocks and coming back in to draw relevant illustrations for content sections.