Case Study – Building a digital-first brand from scratch

CONTEXT

For a new digital insurance product, Munich Re sought to create an independent product brand — separate from existing corporate guidelines. The goal: to develop a modern brand that appeals to a younger audience in the financial sector while establishing trust and credibility.

CHALLENGE

To design a brand that feels reliable and trustworthy, yet remains approachable and positive — especially in a market traditionally perceived as complex and distant.

APPROACH

As Brand Design Lead, I collaborated with a team of researchers, brand experts, and designers. Together we conducted audience analysis and testing to identify which brand values, tonalities, and visual codes would evoke positive emotional associations.

SOLUTION

Developed a comprehensive brand identity, including:

• Brand values, vision, purpose, and positioning
• Logo design based on the Golden Ratio
• Brand tonality framework (e.g., casual, respectful, authentic)
• Visual language defining color palette, typography, and brand assets

IMPACT
The Garden brand was successfully established as a digital-first product brand, creating the foundation for a consistent user experience. It became the strategic and visual base for subsequent projects, including the Garden UX Design Strategy and the Garden Savings App.