Insurance with Jay — Brand Build
We’re building Insurance with Jay’s new brand from scratch: its positioning, visual identity, website, and a mascot with a role beyond the homepage. Created around the tradespeople Jay works with, the smiling work van gives the brand a familiar face. It will help us create useful content and add a recognizable twist to insurance explainers, social posts, and future campaigns.
Building the brand from the ground up
This is a new brand-building chapter for Insurance with Jay. We’re shaping how the business looks, sounds, and shows up, drawing on Jay’s experience and his connection to people who work with their hands. The identity brings together clear language, confident serif headlines, blue skies, and custom trade illustrations to make the experience feel personal and approachable.
A mascot with a job to do
The work van is the central character: familiar to Jay’s audience and flexible enough to appear in different situations. A supporting world of tools, equipment, and illustrated houses gives it context. Together, these assets create a consistent visual language that can grow with the brand across the website and its content.
A website built around real working days
The website introduces Jay through the things his clients recognize: vans, tools, certificates, renewals, and changing jobs. Dedicated trade pages use illustrated scenes to connect the message to each audience. English and Spanish versions, Jay’s story, and clear calls to book a cover check carry the same brand through the experience.
A recognizable twist on useful content
Next, the mascot will help us turn everyday insurance questions into a recurring content series. Short explainers, practical reminders, and stories from the job can use the same character in new situations, giving Jay a repeatable way to create content. The aim is to make each piece useful on its own while building recognition for the brand over time.
A brand taking shape
The current website and illustration system establish the foundation. Brand development is ongoing, with mascot-led content and campaigns planned as the next stage. This case study documents the work in progress as the new identity grows.