Taxi Studio unveils its new branding for the insurtech platform Yoloh (1945900)
Taxi Studio helped Yoloh, an insurance company that offers a personalised service to its customers, launch a brand new look.
Rebranding is not just about appearances. The rebrand is credited for a 10x increase in brand equity, and also for securing crucial seed funding to help Yoloh take on the saturated market.
Yoloh saw an opportunity for rewriting the rules of insurance. Most companies rely on fear, complexity and jargon. The company was built around the concept of “Insurance Dejumbled,” Taxi Studio’s new strategy positions the brand to be a customer advocate, and not just another player pushing policies.
Taxi Studio began the project by ignoring the industry conventions. “The insurance sector has long been stuck in a loop of anxiety, jargon, and grayscale identities,” Martin Fresle is the associate creative director of Taxi.
“From the outset, we knew this wasn’t just about looking different; it was about behaving differently. That meant stripping out complexity, injecting energy, and building trust through transparency and personality.”
“Insurance Dejumbled” became much more than a slogan. It evolved into a strategic and creative center of the project. The slogan is a call to action for clarity and simplicity, which resonates with customers as well as investors.
The ambigram style logo was designed to read in the same manner upside-down. It also informed the tone of voice, which delivers information about insurance with warmth, humor, and accessibility. It is the result of a narrative for Yoloh that clarifies its mission, without being overly simplistic. This gives it a stronger pitch to investors while also making users feel more welcome.
A brand that is built around accessibility needs more than a catchy slogan and clever logo. Andi, Yoloh’s animated digital assistance, is designed to help users navigate complex insurance processes using visual hand gestures. Andi is more than just a cute mascot. She serves as a link between the customer and the platform. This reduces cognitive load, and helps users to navigate policy descriptions and onboarding.
“We wanted Yoloh to feel personal,” Says Martin “Andi isn’t just a mascot; they’re a bridge between the user and the product. Andi enhances the user experience (UX) by guiding users through complex processes with visual cues and gestures, thereby reducing cognitive load. More than a character, Andi is an empathetic interface, designed to humanise and simplify, just like the brand itself.”
Another important pillar in the brand rebrand was tone of voice. Taxi Studio worked with Nick Carson, a brand writer to create a tone that is inviting and not cliche. It was important to strike a balance between clarity and personality, giving users a confident voice without being patronising.
“We approached the tone like we were writing for someone smart, curious, but understandably sceptical,” Martin Says “Our three watchwords – warm, witty, accessible – served as guardrails, not gimmicks.” This results in a brand you can trust. It delivers policy information and platform details with a human touch.
It was difficult to balance the needs of everyday users with those of high stakes investors. But it paid off. Yoloh’s updated brand had to be both charismatic and credible. The ambigram and bold colour palettes ensured that the brand would stand out in any app store, or pitch deck.
“We knew we had to build a brand that could walk the line between credibility and charm,” Says Martin “For users, that meant clarity and confidence. For investors, it meant a distinctive proposition with clear commercial potential.”
Yoloh’s rebranding had a tangible effect almost immediately, with significant investments from Europe, Middle East and United States. There is no better example of the impact that clear and consistent storytelling, as well as design can have on a brand.
Martin gives simple advice to other B2B or insurtech brands that are looking for a way to succeed: “Don’t mimic the market – mirror the customer. In saturated spaces, relevance beats volume. Lead with clarity, not complexity. And don’t underestimate personality, especially in B2B where human connection is often the missing piece.”
Yoloh’s new brand proves how, even in the most competitive or skeptical sectors, strategy, design and human touch, can be more effective than their competitors.