Send

Visualising a fluid insurtech platform

Client

Send Technology

Project

The Send Rebrand

Services

Brand Strategy, Brand Identity, Brand Guidelines, Design, Brand Guidelines, Brand Story, Art Direction, Animation

Sectors

B2B & Professional Services, Digital & Technology

Visualising a fluid insurtech platform

The Brief

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

Background

Send are London-based insurtech innovators. In their short lifespan, the exciting start-up disruptors have transformed some of the biggest names in insurance, thanks to their unique blend of composable SaaS platform, deep industry knowledge and open-minded collaboration. Following recent growth and business evolution, they needed to establish a clear and distinctive brand presence.

The Solution

The core challenge was expressing a niche and abstract concept — Send’s modular platform, their flexible approach and their core brand purpose. While there are existing visual metaphors in the category, it was important to reflect Send’s difference by coming up with a new and fresh way to express their unique offering. The solution came in expressing the platform and their purpose, not as rigid blocks or functional pieces, but as a flexible, fluid entity.

Visualising a fluid insurtech platform

The Brief

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

Send are London-based insurtech innovators. In their short lifespan, the exciting start-up disruptors have transformed some of the biggest names in insurance, thanks to their unique blend of composable SaaS platform, deep industry knowledge and open-minded collaboration. Following recent growth and business evolution, they needed to establish a clear and distinctive brand presence.

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

The core challenge was expressing a niche and abstract concept — Send’s modular platform, their flexible approach and their core brand purpose. While there are existing visual metaphors in the category, it was important to reflect Send’s difference by coming up with a new and fresh way to express their unique offering. The solution came in expressing the platform and their purpose, not as rigid blocks or functional pieces, but as a flexible, fluid entity.

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Send symbol.
Send type detail.

Send and receive

Informed partly by the core of the Send platform but also by their origins as a business, the logo reflects their technical expertise in making many systems talk to one another. The shape depicts two arrows, sending and receiving data; as well as two components, plugging together to make a simple, modern monogram.

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Send fluid composition.
Send Fluid Composition Insight

A fluid identity for a fluid platform

Finding a visual metaphor for Send’s modular platform and agile approach was always going to be one of the main challenges of the rebrand. After an exploration of conventional and more conceptual ideas, a flowing composition was chosen. The fluid brand device reflects the composable and flexible nature of the Send Insurance Platform; a solution that’s constantly adapting and changing to fit the shape of a business and their needs. The device was then extended further, with different fluid types created to represent each benefit of the platform, such as primed, scalable and modular.

Sending the right online message

By establishing key personas through our Discover and website scoping sessions, focused user journeys were identified to help create the perfect immersive and intuitive online experience. A key part of this was a bespoke configurator tool, which allows users to find the best blend of components based completely on their unique needs. This is supported by primary call to actions throughout the site that allow customers to book a demo. In addition, the use of custom created iconography and variations of the fluid brand device also bring animation and flare to the fore, helping elevate the experience further.

Send icons.

Making components iconic

A key part of expressing the platform lay in giving each component a simple but effective identity. The icon design allowed us to brand the functions of each component, which could then be assembled on the website to preview a custom solution designed to suit the specific needs of a business. At its heart, this was a task of simplifying complex functions into crisp, clean symbology.

Send icons.
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Talk the talk

A new brand story was created to align Send’s past, present and future. This brought together key characteristics, personality traits and points of difference, and directly informed the visual elements of the new look brand. Their tone of voice was also developed along with key messages designed for specific target audiences. These focused on Send’s agile nature and their platform’s composable makeup.

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Send business cards.
Send identity guidelines.
"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 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."

Matt McGrillis

CTO & Co-Founder, Send

Send stationery.
Send branded USBs.
Send branded cap.
Send branded hoodie.