Send
— Designs & Visuals ©Better AgencyCreating a distinctive brand presence for Send, a disruptive insurtech software company transforming some of the biggest names in insurance.
Studio case studyProject Overview
Working with the team at Better, my role was to create a new brand that felt fresh and intriguing, while seamlessly fitting into the corporate world of insurance. To achieve this, I developed a concept for a fluid brand device that reflects the composable and flexible nature of the Send Insurance Platform. This idea influenced the entire brand system — from typography with soft, flowing inktraps, to icons and symbols featuring rounded corners that unify the visual identity. This resulted in a cohesive look that sets Send apart in the insurtech sector.
Project Scope
- Logo
- Brand Identity
- Guidelines
- Web Design
- Stationery
- Motion
Role
Lead DesignerYear
Studio
Better AgencyCreative Director
John Taylor
The Fluid Composition
After researching competitors, we noticed a trend of rigid blocks and structures as brand graphics. To set Send apart, we sought a more abstract concept that still felt relevant to insurtech and clearly signaled flexibility. I led the art direction, alongside John Taylor (Creative Director), and collaborated closely with a 3D designer to visualise a brand device that captured the composable, adaptive nature of the Send Insurance Platform.
We chose a translucent, fluid, glass-like form to convey clarity and agility. Its refracted light created future-focused colours that fit naturally within the technology sector. We developed several variations to highlight key platform benefits including scalability, modularity, and collaboration. In total, we produced six ten-second animation loops, providing a dynamic suite of visual assets that support key messaging and give Send a distinctive, adaptable identity for future brand growth.
Building a cohesive icon system
One of the key tasks of the brief was to give each component of the Send Platform a unique identity. This involved researching and simplifying complex insurance related functions and conveying them through clean sybology that worked in harmony with the new Send brand mark. Beyond the initial icon set, I developed a flexible icon template with clear brand guidelines to support the creation of future icons.
From launch to expansion
I led the brand rollout, beginning with the website design which was the initial and primary application to support Send’s growth. During my years at Better, I worked on the Send brand over multiple years to extend the it across a wide range of touchpoints. This included designing exhibition stands, event banners, investment slide decks and proposals, as well as printed materials, merchandise, and digital assets. Notably, my work on key investment decks helped position Send for successful funding rounds and ongoing expansion.