Robinsur
Insurance made smarter.
Robinsur is a wholesale insurance platform. It sells to brokers rather than to the insured, and it charges a subscription instead of taking a cut of each policy.
Brand Appart built the brand and the website: identity, brand book, and a site that presents a B2B insurance offer as a product rather than an institution.
The challenge
Insurance, sold to people who sell insurance
The audience is brokers. They know every argument, they have heard every promise, and they judge a platform on one thing: whether it saves them time.
Warmth in the coldest category
Insurance branding defaults to blue, columns and handshakes. Robinsur had to be trusted and still be remembered, which the category treats as a contradiction.
Three directions, one brand
Three separate creative routes were explored in parallel, each strong on a different axis. Rather than pick a winner, the best of each had to be reconciled into one coherent system.
Brand Strategy
A subscription, not a commission.
The business model is the differentiator. Charging brokers a subscription rather than a commission changes the relationship: Robinsur stops being an intermediary and becomes a tool they pay for.
The brand had to carry that shift. Less institution, more product. Approachable enough that a broker sees a partner, serious enough that they trust it with their book of business.
Brand Identity
A character, in a category that has none.
Three internal routes were explored, then merged instead of ranked: the animal symbol from one, the professional palette from another. The mark gives the brand a character to be remembered by, which almost nothing in insurance has.
The palette moved from an initial green to beige, orange and white. Warm without turning casual. The site runs a stripped-back hero leading with orange, and that restraint carries through every page.
Deliverable
Identity, brand book, website.
We consolidated the direction, built the identity and designed the site: logo and symbol, colour system, typography, a brand book documenting how it all applies, and the full website led by a clean hero and a consistent use of orange.
The brand book is what makes it hold. The team applies the system on its own, from a broker deck to a landing page, without redrawing the rules each time.
Result
Approachable, and still credible.
Robinsur came out with a brand a broker remembers, in a category built on forgettable ones, and a website that reads as a product rather than a policy.
The system was signed off in full and handed over documented, so the brand could keep being applied without us in the room.
Testimonial
We worked with Brand Appart on the full UX/UI design of a new insurance brand, from concept to delivery. Their work was clear, efficient, and perfectly aligned with our user needs. A reliable partner I would recommend without hesitation.
