Brand creation
Brand identity
Branding
Digital
Imagery
Studio Nul
Insurance for the independent.
The only glitch: this modern way of working is lacking insurance. Thousands of freelancers, doing the gig of their lives now, are uninsured. This is where Alicia comes in. Alicia is on a mission to identify and solve unnecessary protection gaps by democratising insurance and make it accessible to independent workers at any time.
The Product
Alicia offers pay-per-minute insurance accessible within seconds. E-commerce platforms embed Alicia’s tech and workers create an account to make their insurance accessible with a swipe. It’s that simple. Alicia is insurance for the Independent.
The tech is available in three different forms. The tech implemented in their clients’ online platforms can either have the Alicia design, the client’s design or a co-brand design.
From the ground up
The company is founded by former insurance exec Marijn Moerman, CTO Richard Arnold and Alec Behrens, founder of Booking.com.
We were tasked to collaboratively develop the Alicia brand from scratch. Ranging from brand fundamentals to brand identity and from content strategy to employer branding, we created one consistent brand story. We did this together with our friends from Foster & Kin.
Simplified everything
Alicia is a brand with a point of view, which we —inspired by the no-nonsense Rotterdam roots of the brand— wanted to bring across in a brutally simple way. From there we developed the brand identity ‘Alicia is typing’, further personalising the brand name into a character that has a point of view on societal issues. Just like the plug & play tech solution the identity is simplified to the core. No fancy fonts or design elements, but a text-based identity uncompromisingly simple. Only a blinking cursor behind ‘Alicia’ reveals to the world that the company is not just there to deliver a service but also to share their point of view.
Make insurance work for everyone.
When Alicia says everyone, she means everyone. Everyone is divided in three types of freelancers. White collar, blue collar and creative freelancers. The key participants selected are six actual freelancers and the ambassadors to the brand. An architect and lawyer for the white collar group, a beekeeper and carpenter from the blue collar type and a cook and barista as the creative freelancers. They give the three types a familiar face.
Human perspective
Insurance is all about people. And especially in the gig economy it’s important to know there’s not only technology driving it. There’s thousands of people that come into play where platforms stop. And Alicia gives them all a face by showing key participants in key industries. Participants who everyone can relate to. These videos are essential. They make an already personalised service even more personal and show the very human side that is Alicia.