Acrisure
Brand Evolution
With a newly refreshed brand identity, Acrisure needed clear guidelines and scalable design systems to ensure consistency as the brand evolved.
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I led the creation of the brand guidelines and identity system, partnering with marketing and cross-functional teams to update creative, including the website, digital campaigns, presentations, and reusable templates, to support adoption across the organization.
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Annick Thomas, Brand Identity
Murray Wyse, Creative Director
Matt Jukam, Senior Copywriter
Gillian McGlynn, Design Lead
One of the key challenges was creating a color system that could support two distinct audiences without feeling like two separate brands. Acrisure serves both business and personal insurance customers, who have very different expectations and emotional touchpoints.
For business-facing communications, we leaned into a more restrained palette to convey trust, professionalism, and stability. For personal insurance, we introduced bolder colors to create a warmer, more approachable, and consumer-friendly feel.
I collaborated with Product and Engineering to implement the brand system across the website, ensuring typography, color, and other core visual elements were applied consistently and were technically feasible.
The result was a centralized brand system that became the foundation for future creative work, giving our team a clear framework to efficiently build without reinventing the visual language for every project.
With the brand system in place, I applied it across campaigns, digital advertising, web pages, and marketing materials—creating a cohesive brand experience while adapting the system to different audiences, channels, and objectives.
