How we created a visual identity and elements of the brand for a digital product — A joint venture between two insurance companies.

Shaping the visual identity of a digital product

We developed a digital platform! Now what?

In Part 1 of the Trustlog journey, we share how we shaped an idea for a joint venture between two insurance companies: R+V and VHV. The Trustlog platform launched in April 2021, providing an innovative, digital and secure solution for managing guarantees. If you haven’t already, read Part 1 of this case study to learn more about the platform idea, how we prototyped it, and how we gave a voice to customers in our development process.

As the platform neared its launch date and the design of the interface and development was complete, it was time to give this digital product an identity. The Trustlog team needed a strong visual identity to feed into the branding efforts and represent what the team stood for. In this review, we’ll walk you through how we developed the visual aspects of the brand, starting with giving the platform a name: Trustlog.

Trust saves the day

Before determining the logo and colour scheme, the client team needed to align on a name. The Goodpatch team approached the solution with what we do best: user testing. They gathered information on how users reacted to the different options for brand names and tried to get to the more profound question: what personality does a specific name evoke? What resulted from the user testing was a preference for Trustlog, which evokes sturdiness and simplicity.

Of course, it’s always easy to make these things sound clear and straightforward in a Case Study. However, the realities were that this process involved a lot of stakeholder management and, ironically, trust. Presenting the user testing results, communicating the story and personality of the brand, and aligning the client team were the key elements of this first phase.

A visual identity that evokes emotion

A few weeks before the go-live date, the Trustlog team approached Goodpatch to support with Branding. This involved a logo, typography, colour scheme, PowerPoint deck, business cards, and so on. Here comes the next big learning: Branding the platform doesn’t start with developing any of these elements. It begins with a mood board, with emotion.  

Research on the target audience, competition, the market, and the values we want to communicate all fed into the development of mood boards. The Trustlog team held workshops to evaluate different options for how the brand could translate visually, and most importantly, what emotion each board would evoke in the users. To find inspiration for the visual identity, we looked back at our user testing videos to understand who we were trying to reach. Trustlog is all about the simplification and digitalisation of a paper-heavy and time-consuming process. We wanted to evoke this feeling of ease and absence of weight or noise.

The boards helped to align the client team, which was critical with the time-sensitivity of the project. From here, we could begin sketching out the logo, determining colour schemes and typography options.

Lissy’s top tip on designing mood boards: Limit the number of colours. While colours are easy to evoke emotion, they’re also a quick way to trigger polarising opinions. So try to keep your mood board colours neutral, so the images speak for themselves and decision-makers aren’t swayed heavily by a colour they like or don’t like.

Goodpatch’s superpower in Branding

At the core of Goodpatch’s design process, empathy guides us. We believe in developing products that people fall in love with. This means understanding the user, the human using the machine. Our process involves deep user research and testing, even in the Branding phase of work. We look closely at what makes a user’s eyes light up.

What allowed us to understand the user so deeply on this project was that we had a holistic understanding of the brand. We built the platform. From the moment the idea for the platform came to be to the design of the success screen, we know what this platform can do and why it exists. This holistic knowledge informed us in the designs of the brand and, in the end, was why we could pull off a successful branding project in such a short time.

Client

Trustlog

Industry

Insurance Venture

Scope

Branding, Venture Design