The challenge of democratizing the insurance culture

When starting the project, a dive into IZA’s universe was needed, to reveal the purpose of the brand. For this, we interviewed leaders and employees, analyzed internal materials and carried out extensive research on its competitors and any benchmarks that could be an inspiration for its new identity.

In the midst of our immersion, it was possible to observe how the other players in the insurance market have outdated models, with inflexible offers. Meanwhile, more and more Brazilians need protection and security to keep up and move forward in case of a possible setback.

We understand that more than selling insurance, IZA was born from a cause: protect the Brazilians who only depend on themselves, because “Every life deserves respect”. Based on this purpose, and on values that inspire from the inside out, the entire strategy was developed to build a brand that is more valuable for what it represents than for the product it delivers.

With 3 very well defined pillars of culture – agility is up to us, we do our best, we embrace everyone – we created the foundations of a brand that challenges the establishment in a segment recognized for excessive bureaucracy and little empathy with people.

For the visual identity, we chose a color palette that conveyed the perception of a cozy and feminine brand, without being a cliché. After all, it is so human and welcoming that it even has a person’s name.

For the logo, we developed four versions with slight changes in the typeface, that is, we created each one's IZA, because each life is different. As the brand is an insurtech operating mainly in digital, we recommended creating illustrations to offer a friendly experience and enable a clear understanding of the service.

A package of exclusive illustrations was developed in partnership with illustrator Leo Natsume under the direction of iN, representing the diversity of Brazilian workers.

Finally, we created a tone of voice that would allow a genuine connection with people. We developed three main pillars that serve as a reference for all interactions: warm, true, and adaptable.

Each of them has clear application instructions, such as “call people by name, be clear with information, use popular expressions and optimistic messages”, in addition to care points, such as: “no long texts or paragraphs that discourage reading and make it difficult to understand the message.”