The founders of Jennylife had a bold vision to modernize the traditional life insurance market and empower moms to take control of their family’s financial security. The goal was to develop the fastest and most convenient life insurance process straight from your smartphone and create a comprehensive brand strategy supporting this goal to serve as a symbol of family protection.
We set out to hear straight from moms what they thought about the current state of the life insurance industry. The overwhelming data suggested that the modern mom feels unequipped and too time-starved to make informed family decisions on how to best protect those they love the most.
We focused our messaging on asking moms, “What’s the backup plan without you?” Jennylife believes moms are the center of their family's world and while no amount of money can replace them, the right amount can protect their loved ones if the unthinkable occurs. Extension competitive analysis revealed some common themes to communicate to our audience – Simple. Safe. Trustworthy. Relatable. Affordable.
The wing logomark, delicate letterforms and soft color gradients visually reinforce Jenny as a family protector. Photography provides an emotional connection – its tone is light, joyful and carefree with bright and well-lit composition. Photos always capture a candid moment between a mother and her loved ones. Background patterns & textures of abstract wings and halos help break up content and subtly support the brand message.
Building off of Jennylife’s tag line, Life, uncomplicated, we created an experience-focused mobile strategy to create the most user-friendly and modern UX and UI design in the life insurance industry. User flows and wireframes went through numerous rounds of iterations and testing to provide data-driven decisions to inform the visual design.
