Case Study – Defining design codes for a digital insurance brand

CONTEXT
With Garden, Munich Re set out to create a new brand for digital insurance products. The goal was to translate the brand values — enjoyable, competent, approachable, honest — into a coherent digital experience.

CHALLENGE
The main challenge was to strike the right balance between brand values and modern UX/UI trends: How can an insurance product feel trustworthy and professional, yet playful and engaging at the same time?

APPROACH
As UX Design Strategy Lead, I guided a team of strategists, researchers, and designers. We analyzed current design trends, developed a semantic mapping methodology, and derived corresponding visual design codes — including color, typography, motion, and illustration principles.

SOLUTION
The result was a cohesive design code system that translated the brand values into actionable digital design principles. It defined a recognizable, user-friendly visual language that served as the foundation for product development.

IMPACT
The project established a clear design strategy for the Garden brand, strengthened its identity, and laid the groundwork for subsequent digital products such as the Garden Savings App.