CIS Financial
In an industry where everyone looks the same, we made CIS feel high-end and quietly creative — a subtle purple worked into the navy, doing the talking their competitors’ stock people couldn’t.
CIS Financial isn’t your typical insurance company. They build policies that double as investment tools, and their whole edge is creative thinking in a field that mostly rewards playing it safe. The problem: nothing about the average insurance brand communicates “creative.” If we'd designed them to look like everyone else, we'd have buried the thing that sets them apart.
So the strategic call was to let the design itself carry that tension — unmistakably high-end and trustworthy, but with a creative signal underneath for anyone paying attention. The main move was slipping a subtle purple into the navy — most people feel it before they notice it, which is exactly the point. The serif-and-clean-sans pairing and the navy handle the trust; the taupe says established, done-this-a-thousand-times. And instead of the stock people and icons everyone in this space defaults to (which read as templated and a little cheap), we went with linework only and abstract imagery. The creativity is in the brand, not announced by it.
Link
cisfinancial.net