HOW DO YOU REINVENT THE NOTION OF CAR INSURANCE?
SHOWCASE IT AS LESS OF A BORING UTILITY, AND MORE OF A
SMART LIFESTYLE CHOICE.
PROJECT
I was excited to help Metromile create a fun, approachable brand that empowered consumers with transparency and choice in an otherwise opaque category. The challenge? Though the company had a unique, technology-first approach, it was still just…car insurance. Kinda boring.
But what if car insurance could be looked at as an extension of lifestyle? Our first market was San Francisco, and we appealed to urban professionals who really only used their cars to get out of the city on weekends, but otherwise depended on biking and public transit to get around.
It was important to not overthink things, so I wanted to highlight the company’s main benefit, very simply, right there in the tagline itself: Pay-Per-Mile Car Insurance. Supplemental messages would appeal to reason: If you don’t drive much, you shouldn’t pay much.
No messaging is ever static for very long, especially in tech. It evolves as a brand evolves, and also as the marketplace shifts. As Metromile became a more known entity, and as other competitors caught up to the offering, we could always branch out into more creative expressions, but in its first iteration, the company’s messaging had to be dead-simple and educational to introduce this new car insurance concept. And, luckily, the message landed. Following a successful proof-of-concept in SF, we started rolling out across the US.
WORK
Collaborated with design team on the company's visual rebrand
Developed a brand voice that was friendly and casual, with a little bit of humor and edge
Built messaging that lived across various communication channels - website, videos, outdoor advertising, UX writing, user-facing communications
Conceptualized creative campaigns to support the launch of new features
