DesignStudio’s identity for digital insurance start-up Getsafe embraces ‘happy accidents’
Getsafe is a European insurance start-up that offers a fully-digital, app-based service. Their aim is to make insurance more accessible and understandable for under ’30s by stripping out any mind-numbing paperwork and incomprehensible contracts.
Founders Christian Wiens and Marius Simon had overseen a number of rebrands since the company started in 2015 as a result of struggling to stand out in the oversaturated insurance market. In an attempt to get it right once and for all, they turned to international branding agency DesignStudio.
Insurance exists because of risk, but typically, insurers avoid talking about it. DesignStudio decided to tackle this head-on by encouraging Getsafe to be more positive and straight-talking about the accidents that happen and the risks that people take. This birthed the concept of ‘happy accidents’: those moments when you make a mistake but it works out better in the end.
To visually express this idea, the studio worked with Good Type Foundry on a bespoke version of its extended sans serif Adieu. “When it came to choosing a typeface for Getsafe we decided to look for characters that had personality and felt contemporary. We loved Adieu because of its boldness and quirks. The idea of creating a custom typeface came quite early on in the rebranding process, so we knew that we needed something that could also give us enough room to play with the ‘accidents’”, adds DesignStudio’s Design Director Alexis Sellal.
The aptly named ‘Adieu Accident’ features a selection of morphed letterforms that “wave out of line to reflect reality with all of its imperfections”. The playful typography comes together with a luminous colour palette and witty tone of voice to represent different moments, giving Getsafe a confident and direct attitude that’s rarely found within the insurance industry.