Perch Insurace App
Long-time client South Shore Insurance wanted to develop a new consumer-driven insurance platform from scratch. I was engaged to name, brand and design the user experience and flow for the platform. Leading their team through our brand strategy workshop, we were able to help them align on values, mission and overall market fit.
The result is Perch, a friendly, approachable brand that’s evocative of southern coastal culture, and a best-in-class app design that effortlessly guides users through securing an insurance quote.
Brand Identity
The brand identity created for Perch reflects the friendly, approachable and trusted reputation of it’s parent company, South Shore Insurance. Our goal was to translate those values into this new brand, while visually differentiating it from competing insurance products.
The brand’s color palette includes shades of teal and sea-foam green, familiar to the sea-side communities served by the platform. Sunset orange and oatmeal provide complimentary contrasts and evoke a beach at sunset.
The “H” in the logo itself was illustrated to represent a stilted, seaside house – a common model in the region. The name itself represents both the natural resting spots for local wildlife as well as a customer’s own “perch.”
Brand Strategy
I journeyed to Daphne, Alabama for a brand workshop with the wonderful team at Perch. The workshop was necessary to establish a solid foundation for their brand strategy and visual identity by exploring the who, what, where, why, and how of their business. Notably, I helped name the company “Perch” as it perfectly aligns with their vision of creating a friendly and welcoming brand that feels like your helpful next-door neighbor.
UX / UI Design
Using the prototyping tool Figma, I was able to create a visual wireframe for the entire application and walk through it with the Perch team. Once the flow and functionality was locked, I then added the design layer onto the same prototype.
