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Designweek
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Taxi Studio balances trust and play in Yoloh rebrand
- Taxi Studio has rebranded the smart insurance platform Yoloh with a new visual and verbal identity, following a surge in valuation and seed funding from investors across Europe, the Middle East and the US.
- The rebrand aimed to disrupt the insurance industry by creating a brand that balances trustworthiness with playfulness and appeals to a broad target audience.
- The previous identity of the company, named Smartsurance, was changed to Yoloh to better reflect its mission, with the extra 'h' symbolizing happiness.
- The new brand identity involved replacing the old dog mascot with a more distinct and innovative visual identity, avoiding common industry visual tropes.
- Yoloh's brandmark was designed as an ambigram to allow flexibility in its usage, and a four-fingered hand character, Andi, was introduced to simplify complex insurance terms.
- The chosen typography and color palette aimed to convey a blend of trust and playfulness, with fonts like Jokker and Bunch Bold balancing seriousness with a playful bounce.
- The language used in Yoloh's branding was crafted to be warm, witty, and accessible, contributing to the overall impact of the rebrand.
- The rebranding process also focused on ensuring the brand's personality translates effectively across various platforms, including mobile apps.
- Taxi Studio's collaboration with Yoloh was characterized by a fast-paced decision-making process and direct access to key stakeholders, enhancing the dynamic nature of the partnership.
- The rebranding success was evidenced by Yoloh's seed investment following the implementation of the new brand identity, facilitating the company's plans for global scalability.
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