By Miles

Disciplines Brand Evolution, Art Direction, Motion Design, Illustration
Studio In-house
By Miles is an insuretech start-up based in west London that sets out to do things differently - by being a fairer kind of car insurance that lets you pay by the mile.   

The company was rapidly scaling up when I joined as in-house brand designer. The business and company were starting to outgrow the existing brand, and also needed to adapt to the changing advertising landscape during the pandemic.

Previous branding.

There were core components of the existing brand that I had to retain: the logo, primary colours, typography, iconography and some illustrations that were already embedded in the product design. 

Evolving the brand.

I worked closely with the brand, community and product team to develop the visual language and expand the brand guidelines. Through a process of auditing and restructuring, the identity system now included an extended colour palette, rules for typesetting, visual assets, photography and illustration styles. 

It was important that the evolved brand identity now reflected their renewed brand mission of “making car insurance fairer” and flexed with the various demands of social media platforms.

A brand that speaks to all car owners.

The new brand assets were derived from various motifs drivers encounter on the road - for example, the asset we named “the Parkway” suggests hills and road curvatures, while being a useful container for copy and branding. Image frames were drawn from road tunnels and signs. The tunnel frame worked as a primary device to hero customers and various vignettes from everyday life. These all came together to form an ongoing series of ads and content on social media.  

People trust people.

One of the key pillars to our marketing and social strategy was that people trust people. We produced a video campaign demonstrating how our customers make By Miles work for them and their lifestyles. I provided guidelines to intro and end frames and title cards that were supported by a suite of short-form ads customised for mobile.

Giving a face to the team.

I was also tasked with developing the internal brand as the team was growing and the company values had changed to reflect the renewed goals and diversity of the company. To aid our recruitment drive, I designed a careers web page and illustrated a series of ‘badges’ demonstrating our values and benefits that were used on the web page and on stationery such as mugs. A photoshoot was also in order, for which I provided art direction. 


Animation Jason Roberts
Photography Stephen Makin
Video Production Villager Films