Challenge

Insurance companies use tools called mortality illustrations to inform their decisions when it comes to their customers and the coverage that they can provide. Robert, my client, is the person who creates the formulas behind these illustrations. He wanted to scale his operation up, so that more companies and agents would have access to this information and be able to easily run the calculations themselves.

Solution

I designed a platform that allowed agents to quickly generate the results they needed in order to provide appropriate quotes/coverage for their customers.

User Research

Women outnumber men in insurance agencies, making up nearly 60% of agency employees. Many women in the industry say they enjoy the flexibility the position allows and love they get to spend every day helping people protect things that matter to them. Average age is about 46 and make about $52k a year.

Persona

Based on the findings of the user research and data, I created a persona to help inform my decisions as I started to design.

Logo

I wanted the logo for AdvisorApex to feature a clean and modern design. I incorporated an abstract representation of an arrow pointing to the right to signify growth, advancement, and reaching new heights. The color scheme includes shades of blue and gray to evoke professionalism, trustworthiness, and reliability.

Design System

Color Palette: The primary colors are royal blue and jaguar gray, representing stability, professionalism, and trust. Accent colors like sky blue and silver can be used to add a touch of modernity and innovation.

Typography:
I chose Poppins as the primary font for the AdvisorApex brand typography to achieve a sleek and contemporary look. Poppins is utilized for headings, titles, and body text, ensuring consistency and readability across all platforms. Its clean, sans-serif style perfectly embodies the modern and professional image of AdvisorApex.

Visual Elements: Apart from the logo, visual elements such as dynamic illustrations were incorporated to add visual interest and reinforce the brand’s identity.