Fintech

• Concept

• Fintech • Concept •

BJAK

Brief

BJAK, an international insurance platform, required a clean-sheet brand identity and market-entry strategy to disrupt the heavily saturated UK car insurance space. Moving completely away from traditional market tropes and legacy branding, the objective was to position the new digital platform as a premium, frictionless alternative to standard aggregators. The benchmark was to mirror the clean, world-class operational sophistication of global fintech leaders.

Moodboard

Response

Established a distinct, authoritative "anti-faff" personality designed to shift the industry narrative from complex and bureaucratic to highly intuitive. Engineered a rigid taxonomy including a digital-first color palette, accessible typographic hierarchy, geometric graphic language, and cinematic lifestyle photography rules. Stress-tested the system logic across high-fidelity responsive web heroes, modular social campaign layouts, and high-impact physical OOH media.

Key insight

I wanted to create something that really resonated with the audience so I researched relatable truths around how humans behave in their living room.

Logo lockup

Concept

I developed these early concepts tapping into those who like to get super cosy on the sofa and dubbed it “the burrito” wrapped up in a blanket and falling from the sky in frame 1, then falling onto the product in frame 2.

Proof of concept

I wanted to test how far the concept would go, so I explored how many personalities could be adapted to the way individuals sit in their own unique way, (turns out there’s a lot)

Result

The project delivered a bulletproof, world-class strategic roadmap for market entry. By shifting the focus from static graphics to a systematic, modular Figma infrastructure, the creative direction proved that a high-volume comparison platform could achieve elite fintech positioning while remaining intensely practical for the everyday UK consumer.