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.