Branding an InsurTech Company from Startup to Acquisition
Covered Insurance: Covered sought to disrupt the traditional insurance shopping experience by creating a transparent and streamlined digital marketplace. We rebuilt the brand and the customer-facing system to match where the company was actually going.
Live since 2023
Transforming a Startup into a Market Leader
Covered Insurance operates in b2b & technology — a category that demands its own kind of attention from the brand and the buyer journey both. The work that got the company this far had earned its market share. The brand and digital surface area weren’t carrying the weight at the same level the rest of the operation was.
Covered sought to disrupt the traditional insurance shopping experience by creating a transparent and streamlined digital marketplace. They needed a brand identity that reflected support and stability, as well as an engaging and user-friendly online presence to convey complex insurance concepts simply and effectively. As Covered grew, they required a flexible backend system to support various types of insurance and a tailored experience for both consumers and business partners.
The brief was a system rebuild — the kind of work captured in our master frame: Building a Comprehensive Brand and Dynamic Online Presence. Brand strategy, identity refresh, customer-facing experience design, and the post-launch measurement framework that lets the in-house team extend the work without us in the room.
Building a Comprehensive Brand and Dynamic Online Presence
Brand Identity
Breaking from Tradition Covered's brand mark was designed to symbolize support and stability, representing their commitment to making insurance easy to understand and purchase.
Illustration and Visual System
Happy and Helpful Commence Studio expanded and updated Covered's illustrations to align with their growth from a small app startup to a full digital marketplace.
Web Development and UI Design
An Online Marketplace As Covered outgrew their old website, we developed a new consumer-facing site that includes general information, a partner portal, and a consumer portal for purchasing insurance.
Breaking from Tradition
Covered's brand mark was designed to symbolize support and stability, representing their commitment to making insurance easy to understand and purchase.
Embedded with the in-house team, not parachuted in.
Multi-month or multi-year embedded engagement — fortnightly sprints, weekly syncs, async-friendly Loom updates. Trust built through delivering, not pitching.
A design system that scales across product and marketing.
Token-based design system covering hardware product UI, web app, marketing site, paid creative, and sales enablement — same primitives across every surface.
Commence’s award-winning designs consistently result in an increase in customer engagement. Along the way, they’ve been highly responsive, thoughtful, and engaged with the success of the project.
Ross Diedrich – Co-Founder/CEO
Numbers that matter for the engagement.
Brand and storefront, in production.
Commence’s award-winning designs consistently result in an increase in customer engagement. Along the way, they’ve been highly responsive, thoughtful, and engaged with the success of the project.
Like what you see? Let's talk about your commerce stack.
A 14-day strategic diagnostic — we audit your current stack, identify the friction worth fixing first, and ship a phased plan with sized investments. Fully credited toward an engagement if we move forward together.
What you walk away with
- ✓A measured map of every friction point in your current commerce flow
- ✓Three phased options — minimum, considered, comprehensive
- ✓Sized investments and timelines, no aspirational ranges
- ✓A clear "don't hire us if…" section. We mean it.
