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Brand Creation and Design

AmVenture Insurance Branding

SUMMARY:

“We’re champions of the small business owner – those who built their business from the ground up – who are now looking to protect it.”

I was hired to help brand the AmVenture Insurance Agency. This included a soft logo rebrand, complete design system creation, evolving color palettes, icons, illustrations, website and microsites, social media presence, marketing collateral, tangible assets, and onboarding application. View AmVenture’s Branding PDF here.

CLIENT:

AmVenture supports the multi-taskers: the head chef and the waiter; the photographer and the bookkeeper. “We’re champions of the small business owner – those who built their business from the ground up – who are now looking to protect it.”

ROLE:

Lead Designer, 2017-19

The Challenge 📝

As a lead senior designer, my challenge was to work with other designers to transform AmVenture’s startup ideas into a brand as unique as its users. Designed assets include logowork, brand guidelines, illustrations, website design and mobile application workflow user experience.

Let’s start at the beginning…

Laptop showing AmVenture’s website next to a small cactus plant.

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AmVenture’s color palette displayed as a series of circular swatches in shades of grey, blue, and orange.

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Illustration of AmVenture’s branding guide featuring stroke weights, hex color codes, and illustration patterns.

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Illustration of AmVenture’s branding guide featuring stroke weights, hex color codes, interaction states and icon patterns.

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Icons and Complementary Illustrations: Design work for unique 100+ product icon library. Each carefully crafted for specific target markets and audience and paired with designed illustrations.

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AmVenture town scene featuring a landscape of buildings and small businesses

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Illustrations 🎨

To bring a more human touch to AmVenture’s small business experience, my team and I developed over 100 custom product icons and illustrations. These visuals were tailored to represent specific industries, geographic regions, and insurance-related scenarios.

Visual Illustrations

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Illustration of a building with trees and a flag

Illustration of a folded map with location pins and a flying paper plane

Illustration of a storefront surrounded by buildings, fur trees, and mountains, with a fox sitting beside the shop.

Illustration of a geo-landscape; Chicago

Illustration of a home with a mainbox and a dog

Illustration of a hand holding an ID card

Illustration of a computer desk accompanied by a chair, briefcase, and a plant.

Illustration of a geo-landscape in the south

Illustration of a small business with a sign and a lamp post

Illustration of a tablet screen showing a map with a location pin next to a magnifying glass and a pencil

Illustration of two storefronts: one open during the day on the left, and one closed at night on the right.

Illustration of a southern geo-location with palmtrees and Miami-style buildings surrounded by water, boats and sunshine

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Website + App Design 🔎

Working with a small team, I designed AmVenture’s website pages from conceptual stages to execution. The main focus points were designing pages mobile-first, whilst A/B user testing alternate home pages, form inputs, and landing page designs [fig12. I also worked on AmVenture’s app [fig 11].

Visual UX/UI

User flow of AmVenture's create-a-quote app

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Images of AmVenture's A/B website depicting three landing pages

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Three images of AmVenture's mobile website with alternate landing pages

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The challenge was to design an easy to use app to create a quote. A specific pain point [for the ever-changing website] as well as our app walk-though, was the length of the quote form along with an ambiguous CTA. The app was born as a way to ask the same form questions in digestible chunks with the hope of more user commitment and less abandonment.

Image of three screen designs of AmVenture's app

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Through A/B user testing, and competitor research, we found that designing a homepage “Get a Quote” CTA above the fold was crucial to success (fig 13,14).

Solutions: Armed with this knowledge, I built various homepage designs for testing, including an alternate beta app download which encouraged users to utilize for convenience.

Social Media + Advertising 🪧

Research and design work for AmVenture’s social media venues including Instagram, Twitter, and Facebook.
At the 2018 NRA Expo, AmVenture’s marketing efforts centered on building brand visibility and trust among small business owners, specifically targeted to the restaurant and food industry [fig16-21]. Social media played a key role in amplifying this presence—before, during, and after the event. Through targeted campaigns, live updates, and behind-the-scenes content, we used platforms like Instagram [fig 15], Twitter, and Facebook to drive booth traffic, highlight AmVenture’s offerings, and engage directly with potential customers.
This real-time storytelling not only extended the reach of our physical presence but also positioned AmVenture as a modern, approachable brand within the insurance space.

Marketing + Advertising