The Challenge
As the first hire and founding designer, I was tasked with establishing the company’s brand and product from the ground up. This involved creating a scalable and user-friendly insurance platform that could disrupt a legacy-dominated industry. The goal was to design a seamless 100% online quote flow, build trust through branding, and deliver a product that could scale rapidly while meeting the needs of small business owners.
The Outcome
The traditional insurance process is often seen as confusing and time-consuming. To address this, I designed a step-by-step quote flow that reduced friction points and provided contextual guidance. This simplification led to a significant increase in completed self-serve applications without the need for human intervention.
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I established Huckleberry’s brand identity, including logo design, typography, icons, color systems, and corporate voice to stand out in a crowded insurance market. By emphasizing accessibility, friendliness, and warmth in a traditionally more stern industry, the brand successfully balanced professionalism with approachability, creating a lasting impression with users and investors alike.
I extended Huckleberry’s visual identity into company swag, designing custom apparel, stationery, printed materials, and promotional items that embodied the brand’s approachable and friendly tone. These efforts not only fostered team pride but also enhanced the company’s presence at industry events and investor meetings.
