By Miles
Year: 2020-2026
Category: Brand Identity, Art Direction, UI Design, CRM, Illustration

By Miles began as an insuretech start-up based in London. As a pioneering usage-based car insurance product, By Miles aimed to lead not only in its proposition, but also in the way it spoke to its customers - as advocates of a fairer system in a world that is often fraught with opacity and complexity. After successive funding rounds, the business and company were starting to outgrow the existing brand.

While retaining the logo, primary colour palette and typography, the brand identity was solidifed and built upon in collaboration with teams across brand, community and product. Taking a holistic approach, consistency was achieved between all the customer touchpoints, from advertising to product. Secondary colour palettes were added in expansion with the product language and iconography developed to embody the spirit of the illustrations - as cosy as a Hanna-Barbera cartoon, but familiar to a wide audience that spanned from Glasgow to Reading.

The updated suite of assets were used across multiple applications, from animated and live-action advertising spots for TV, social media to out of home screens. Upon the adoption of an omnichannel communications strategy, the brand system was also translated across to CRM platforms and to ensure that members were both well-informed and quietly delighted as a By Miles member.

Collaborators: Jason Roberts (animation), CHIPS (film)

Jay Yang

Graphic Design

Photography

Info