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Alicia is a relatively new player in the insurance world. They offer flexible insurance for freelancers, a group that does not find a connection in the regular insurance world.
The brand values and existing style elements were the starting point for the assignment. In collaboration with Alicia, we investigated how the brand could be expanded without losing its recognisability.
In the design language, the contrast has been sought with Alicia's hyper minimalistic basic style. The added elements show the human side, where the freelancer is given a helping hand.
Which results in a design where the important parts are circled, buttons are pointed and texts are underlined. Elements are not just added, but all serve the purpose of helping the user.
Wireframes
