Simplicity is not a word usually associated with small business insurance, and yet it is one of Next’s main pillars. Next Insurance delivers simple and straightforward insurance for small businesses, and their brand follows suit.
My partner and I worked alongside the NEXT creative team and COLLINS to implement and expand the bold, new brand across the NEXT website, marketing materials, and print applications.
Services
Branding Expansion, Website Design, Iconography, Book Design
Designers
Collin Cummings
Jana Laidlaw
Partners
COLLINS
NEXT Insurance Creative
The starting point.
NEXT Insurance was planning for a big rebrand but wanted to focus on some updates to the website first. Initially, they approached us looking for help bringing their outdated website a more modern look. The challenge: most of what existed was sacred. They weren’t ready to introduce risk to their rapidly growing business just yet.
The COVID solution.
With the new visual identity on hold and no way to capture the photography we had in mind, we got a little creative and — with the help of a 3D artist over at NEXT — created flatlay images with 3D rendered objects (that’s right, none of those objects in the hero image are real!) It was like art directing a photoshoot in extreme slow motion from across the globe!
Art directing an international, imitation photoshoot in extreme slow motion was an interesting challenge, but allowed us to retain the content as-is while introducing enough of a refresh to hold over until we could debut a bold new look for NEXT. Our temporary visual style included a full campaign across all media and sales channels, created collaboratively with the executive creative and marketing teams.
The full rebrand.
While NEXT continued to grow rapidly, they were ready to fully commit to its mission. They wanted to be profoundly simple and clear, getting completely out of the way of the small businesses they insure. In an industry fraught with overloaded information, process, and overhead, NEXT believed that it was time to make a statement.
Spearheaded by COLLINS, the rebrand focuses heavily on simplifying and eliminating problems for business owners and being proud of that. Simple, relatable, clear, open, with just a touch of creative flair to make traditional insurance feel like it needs to catch up. We were able to implement the updated brand through the website and various marketing materials for the NEXT team.
