Based in Pasadena, California, Insureon provided a web-based auction house for commercial insurance products. Similar to the Priceline model, the system allowed business leaders to anonymously post desired benefits and premium costs to an audience of insurance brokers and carriers. Insureon received business press kudos for bringing a traditionally stodgy industry to the forefront with Internet technology.
Visual Identity
Challenge
Develop and document a consistent Visual Identity (VID) for the company’s portal interface.
Strategy
I worked with the executive, marketing and IT teams to plan a comprehensive portal framework for multiple audiences and messaging. We followed best practices in Usability and Information Architecture (IA) and modeled a peer-to-peer marketplace made familiar by the popularity of eBay.
I worked directly with designers on layout, illustration, colors, text treatments and iconography. I produced the final VID in an e-book detailing the site’s expressed purpose, audiences, page weight limits and design elements.
Impact
The VID became a key guiding tool for designers, developers and new-hires. Formal documentation ushered in a new site design and helped shape the company’s brand.