The third insurance broker BIG owned was called Row which dealt with smaller insurance policy's such as mobile phones and tablets. It’s target age range was between 18-25 as the insurance was the perfect price for students. Knowing this, I wanted to update the brand to have a fresh, younger, look and feel.
My research stage began by looking into other mobile insurance companies such as Protect your bubble, Love it, Cover it and Endsleigh Insurance. As Row was a challenger brand, this lead me to look into companies outside insurance which also followed the strategy of a challenger brand, such as Monzo (banking) & Choose wisely (loans). With this information I proceeded to mock up various designs.
Out of the multiple designs presented, they were ultimately whittled down to the one logo that provided the largest potential for social media. This was due to the targeted age range and how Row was going to be marketed in the future.
To keep in touch with the sites previous tag line, “Keep your ducks in a Row”, the duck symbol was simplified using two semi circles. These semi-circles would then become the key shape for all future graphics.
The below images showcase the Row semi circles in potential future social graphics.
