Posted in: News Work

A fluid brand for a fluid platform

Creating an exciting, intriguing and innovative brand for the insurtech sector.

8th December 2020

James Bolton

James Bolton

James Bolton

Written by James Bolton,
Brand Strategist & Creative Copywriter

It’s been a busy few months in the world of Better. On the back of our brand refresh for America’s leading household cleaning and care challenger, we’re delighted to reveal our recent work with London-based insurtech innovators, Send.

Blending a composable SaaS platform with deep industry knowledge and open-minded collaboration, Send are transforming some of the biggest names in insurance. Following recent growth and business evolution, we worked with Send to establish a clear and distinctive brand including a new identity, website and supporting brand toolkit.

The result is a complete brand overhaul that amplifies Send’s story, personality and position while raising awareness around their unique combination of agile scalable solution, integration expertise and sector-wide understanding.

As a relatively young company spearheaded by time-served techies, Send holds the distinctive position of intelligent disruptors but with the expertise of an industry-leader; something which was important to retain and reflect. While it was crucial their look and feel remained in the corporate world of insurance, we didn’t want to lose Send’s down to earth personality or exciting ingenuity that sets them apart from the rest. Their identity ultimately needed to look intriguing, stimulating and fresh for the insurtech sector.


Matt McGrillis, CTO at Send, said:

“We were at the point where we’d built a market leading software platform but our brand, web and social media presence wasn’t keeping up. We needed a strong identity to accelerate the growth of our market presence.”

Alongside a wider brand world including a refreshed colour palette, new icons for each component, and headline and supporting fonts, we’ve created a new logo and wordmark that touches on Send’s composable solution and agile outlook.

The cornerstone of the identity is a flowing brand device that reflects their modular platform, flexible approach and core brand purpose. This fluid composition represents the agile nature of the Send Insurance Platform; constantly adapting and changing to fit the shape of a business and their needs.

The verbal side of the brand has also been refined which has directly informed the visual look and feel. Send’s brand story aligns their present and future, while bringing together key characteristics, personality traits and points of difference. Their tone of voice has been developed along with key messages designed for specific target audiences.

We’ve also designed and built Send’s new website, including a custom-built configurator that allows clients to build their own insurance platform. Intuitive page design is complemented by the flowing brand device, with different fluid types representing each benefit of the composable Send platform. Together with messaging and component-specific icons, this makes for an immersive online experience.

Aside from reflecting Send’s recent growth and unique make-up, the rebrand has helped them strategically position their platform and pricing model for the future and beyond.

Matt added: “If I’m honest, being techies we were initially apprehensive and probably a little sceptical about investing our time in branding workshops.

“As it turns out we found the process incredibly structured and insightful; not only from a brand outcome perspective, but also because it really helped us focus on how we wanted to sell and market the platform and the components we had built.

“In terms of the end result, the brand and website have more than exceeded our expectation, and the feedback from our customers has been really positive.”

All of this has been delivered during the well-discussed challenges of the past six months. Thanks to smarter working and our stronger and more streamlined BetterBrandBuilder process, we’ve been able to work seamlessly with Send from their London base, in new ways that have brought efficiency, flexibility and collaboration to the fore.

Our Client Relationship Director, Paul Bell, said:

“It’s a super exciting time to work with Send as they continue to disrupt and transform the commercial insurance industry.

“It’s been a rewarding project for us both; they have an amazing platform with the people to back it up, they just needed help expressing and visualising what makes them such an innovative and fast-growing challenger brand.

“We’ve been able to deliver this remarkable and relevant brand despite the external factors facing us all, which is truly testament to our approach, process and team.”

Keep an eye on our projects page for the full case study soon.

Share this post

Browse other posts

Innovative digital product recognised with award nomination

15th April 2024

Innovative digital product recognised with award nomination

We’re delighted to announce that our revolutionary digital platform, Steady On Your Feet, has been shortlisted at the Tees Tech Awards 2024.

What’s driving so many identity changes?

12th April 2024

What’s driving so many identity changes?

As one of the world’s most luxurious car brands unveils a refreshed logo, we look at why many in the automotive industry are opting for a pared-back identity.

Redefining possible with Chartwell

5th March 2024

Redefining possible with Chartwell

By clarifying their strategy and revitalising their brand, we've helped a leading global consultancy firm prepare for a new phase of growth.

Words are the word

28th February 2024

Words are the word

Every brand should tell a story. And that's why it's so important that the words you use and how you use them are defined from the very start.