wefox burst onto the scene in 2015 with one goal: to reinvent insurance at scale. €300m of investment raised and five years later, we partnered with wefox to create a new brand benchmark. To define it, we returned to their founding philosophy and ran extensive research to carve out a new position for them – one that sat between the traditional and bedroom insurance brands – to lay a strong foundation for large-scale disruption, global expansion and Series C funding.

wefox is a place where ambition is raw, and philosophy runs deep. We spent time with the founders in Berlin to soak up their unique culture, understand their ethical foundation and world vision to craft a strategy and architecture that gives razor-sharp clarity on the proposition and market differentiation to help them continue to redefine what insurance is and what it can be.

The core idea behind the visual identity was based on wefox’s purpose: to make people be safe. People matter to wefox, in their words ​“technology is just how we help people”. It was crucial that our photographic and graphic treatment reflected how people and technology work seamlessly together, as well as reflecting the interconnected synergies of their insurance ecosystem.

Rigorous brand testing B2C and B2B brand testing

We tested the brand identity and tone of voice rigorously with consumers and brokers in a large-scale quantitative survey and series of 1:1 interviews across wefox’s current and prospective locations. Our focus was on landing something that felt ​‘soothing and professional but with an occasional wefox quirk’!