Client

Zinnia

Year

2026

Type of Work

BrandingVisual DesignDigital DesignMotion DesignPhotographyIllustration

A human approach to buying insurance.

Policygenius helps people compare, buy, and manage insurance with clarity, transparency, and confidence.

Context

Policygenius is a unique online insurance marketplace designed to simplify one of life’s most complex financial decisions—choosing the right coverage. Using an intuitive digital platform, consumers can compare policies across life, home, auto, and disability insurance, with expert guidance available throughout the process. As they expanded their audience and product offerings, this innovative company wanted to evolve both its brand and digital experience to better communicate trust, clarity, and confidence.

Solution

Pineapple partnered with Policygenius to modernize and extend its brand identity across all digital and marketing touchpoints. Collaborating closely with client leadership, marketing, and product teams, we developed a cohesive brand system. The result brings clarity and warmth to a category traditionally seen as cold and complex. Our engagement included updating overall brand identity, redesigning their website experience, and creating a scalable visual system that includes icons, illustrations, and photography.

01 Brand Identity

This engagement began with a comprehensive update to the Policygenius visual brand. Building from the existing identity, we refined the logo system, typography, color palette, and graphic elements to create a clear, modern expression of the company’s mission. The refreshed design language emphasizes clarity, approachability, and trust—core qualities that help customers feel more confident as they navigate complex insurance decisions. To ensure consistency across the growing organization, Pineapple also developed an expanded brand asset library, along with guidelines for effective use across marketing, product, and communications efforts.

02 Digital Design

With the updated brand foundation in place, Pineapple partnered with Policygenius to reimagine the company’s website experience. Our goal was to create a highly intuitive customer journey that makes insurance information easier to understand while clearly guiding users toward the right policy. This redesign included refinements to the site’s information architecture, homepage, product category pages, quote comparison interface, and educational content hub. The resulting experience brings the brand’s visual identity and messaging into a cohesive digital platform. It all adds up to improved usability, engagement, and ease of conversion across a range of devices.

03 Visual Language

We understood that for the consumer, insurance is ultimately about them and their life’s important moments. Pineapple worked with Policygenius to build a visual language that reflects those moments with warmth and authenticity. The resulting system blends illustration, photography, and iconography to tell relatable stories. Each is built around a familiar milestone such as buying a home, starting a family, or planning for the future. By aligning our visual approach with real customer experiences, the brand communicates deep expertise while remaining approachable. This has helped transform the decision-making process from a confusing transaction into a supportive, human-centered service.

04 Photography

To maximize the brand’s authenticity and emotional resonance, Pineapple developed a comprehensive photography toolkit. Every element is designed to resonate with Policygenius’ customer personas and product offerings. The library focuses on candid moments, natural lighting, and realistic environments that evoke everyday life. We built this photography system through a thoughtful combination of AI-generated imagery and custom Getty-produced photography. This approach allowed us to deliver a scalable library that maintains a warm, optimistic tone across the website, social media, and marketing campaigns.

05 Illustration

To further enhance Policygenius’ storytelling capabilities, Pineapple created a custom illustration library that connects key life moments with relevant insurance offerings. It includes a collection of original illustrations that visually connect life milestones with specific products designed to safeguard them. This illustration system provides a flexible design toolkit that can be easily used across the website, product pages, marketing campaigns, and internal communications. The friendly, accessible visual style makes it easier explain complex topics—buying a home or retirement planning, for example—in a way that feels trustworthy and reassuring.

06 Collateral

As Policygenius continues to expand its marketing efforts, the brand needs a visual system flexible enough to support everything from campaigns and product communications to educational resources. Pineapple developed a suite of branded collateral that extends the identity across digital marketing, landing pages, social content, and educational materials. Whether a potential customer encounters the brand through advertising, content marketing, or the Policygenius platform itself, the company’s voice now remains consistent. And now more than ever, it’s hugely important to reinforce trust and recognition across every stage of the customer journey.

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