Insured Nomads is an insurtech startup helping protect global travelers. Despite gaining quick attention in the market, prospective customers were struggling to understand the value in the insurance offerings.
Insured Nomads offers more than just insurance. Their suite of tech-enabled solutions included with coverage is truly what sets them apart. During our strategy workshop, we uncovered that their product ecosystem was overly confusing to potential buyers, who struggled to understand the benefits of purchase. To alleviate this, we pivoted from fear-based messaging tactics, traditional in the insurance industry, to highlighting everyday situations where having an Insured Nomads policy makes a difference. By reframing the conversation to the more familiar, we were able to create a stronger emotional connection with travelers while also educating them on the benefits of Insured Nomads' unique offering.
During our brand strategy phase, we identified a significant misalignment between their existing visuals and how Insured Nomads wished to be perceived as they continued to grow. Our task was to refresh their visual identity and create a more serious and mature feeling that still evoked their rebellious position in the market. This involved redrawing their "Guardian" brandmark and exploring new typography that communicates a balance of strength and approachability.
Our primary goal while redesigning Insured Nomads' website was to help customers better understand the product offerings while cultivating a sense of belonging amongst digital nomads and expats. Insured Nomads' main insurance products—Travel and Global Health—serve two distinct types of travelers who were having trouble identifying which coverage was best for their needs. We used situational messaging to clearly communicate the differences and funnel users to the appropriate coverage information. To foster the sense of community, we took this a step further, bringing in popular digital nomad destinations into our visuals and situational messaging. This helps site users visualize themselves in that specific situation. "Need an emergency root canal in Chiang Mai?"