An inside look at the creation of a travel insurance rebrand: my thoughts, drafts and scrappiness.
When Freely appointed me as an in-house Creative Lead (no more pj's all day), I hadn't intended on a complete rebrand. But just three years young, I needed to recreate their identity from scratch. Why? They needed to evolve their brand to improve accessibility, be more inclusive, mature the identity for their expansion, and build a robust and efficient creative framework.
This case study is going to be different. It's not going to be polished. The reality is, creativity is messy. And everyone is unique in their approach. I often find it difficult to explain what mine is (and what I'm capable of), especially when rebranding from within. So, I'm going to include all the thinking and unpredictable bits to give you a true sense of the Freely brand I envisioned from the very beginning.
I'll bring you along my journey from day one and every process behind the result. I'll present how we arrived at each of the key reasons to rebrand. Showcase the talented external creative team I sourced and collaborated with. And everything it took to make Freely 2.0 – a new brand the team can get behind.
"The new brand looks like the teenager has grown up." - Miksu, General Manager at Freely.
Let's start from the beginning.
