suit up,
stand out.
context
Embroker is a business insurance company operating at the intersection of technology and traditional insurance. Serving both businesses and brokers, the company struggled to establish a clear identity in a crowded market.
With established insurers relying on traditional messaging and newer competitors embracing bold, disruptive branding, Embroker struggled to find its place. Competing internal perspectives on what the company stood for made it difficult to establish a consistent brand story and a clear position in the market.
my role - brand & creative lead
I was brought in to lead the brand strategy work, helping establish a clear identity that could guide Embroker's positioning, messaging, and future product decisions.
After securing buy-in, I led stakeholder workshops to align competing perspectives and developed a unified brand strategy, including positioning, mission, vision, personality, tone of voice, and brand narrative.
I then guided the translation of that strategy into a visual direction and interactive brand guidelines, working alongside our graphic designer to bring the new identity to life.
year
2024-2025
deliverables
Brand positioning, mission & vision, brand
narrative, brand personality, tone of voice,
creative direction, interactive brand guidelines
the market
Crowded competition, rising pressure on search visibility, and limited product differentiation.
the question: who is embroker?
Before we could define the brand, we had to define the business.
the business
Competing definitions of the company created
uncertainty around product strategy, naming,
and messaging.
every brand has a story.
I developed and facilitated a series of stakeholder workshops using storytelling to help the team explore Embroker's identity from the customer's perspective.
Through a collaborative Mural exercise, we built the world around our audience: business owners navigating an outdated insurance industry filled with manual processes, confusing coverage, inconsistent pricing, and competing voices.
By examining the setting, characters, and conflicts, we established the role Embroker could play in that story: simplifying insurance so businesses could focus on what mattered to them.
the business owner
THE PROTAGONIST
Someone who needs protection for their business, without the hassle of navigating insurance.
THE SETTING
an outdated industry
Manual processes, endless paperwork, inconsistent pricing, and confusing coverage.
THE CONFLICT
a necessary burden
Businesses need insurance, but understanding and purchasing it is both frustrating and time-consuming.
make insurance simpler.
EMBROKER'S ROLE
Remove unnecessary complexity so businesses can focus on running their businesses.
THE CHARACTERS
competing voices
Insurers and brokers competing for attention, sometimes relying on fear or manufactured trust.
THE PLOT
a better experience
What would it take to make insurance simpler, clearer, and easier to access?
Expertise, reliability, professionalism.
the suit.
Geologica
Bold typography, a distinctive colour palette, and expressive elements.
the sneakers.
Confidence, personality, a bold legacy.
suit up, stand out.
The existing palette relied heavily on pastels, with low-contrast combinations and few guidelines around how colours should be applied. This created accessibility concerns and an inconsistent visual identity that didn't reflect Embroker's new brand personality.
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I identified these issues and worked closely with graphic designer Shakeel Nazir to evolve the palette. Shakeel developed an expanded colour system with stronger contrast, greater flexibility, and clearer rules for application.
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The result was a more intentional visual language that supported the brand's personality while making it easier for teams to create consistent, accessible materials.
the full interactive guideline.
( not showing up? give it a few seconds to load. this is an interactive Figma file, and could take a few moments! )
( not showing up? give it a few seconds to load. this is an interactive Figma file, and could take a few moments! )
A foundation for what comes next.
The project brought competing perspectives across Embroker into a shared brand direction, establishing a clearer foundation for positioning, messaging, and future product decisions.
Together with graphic designer Shakeel Nazir, I helped translate that strategy into a cohesive visual identity and interactive brand guidelines that teams could reference and build upon.
Although the broader rollout was not completed before my departure, the work delivered an approved strategic and creative foundation for the brand.