Metromile Part 1
Metromile is a San Francisco-based car insurance startup that offers pay-per-mile insurance aimed at low-mileage drivers. The previous branding, being hip and fun, appealed primarily to millennials. To attract older demographics, my team and I evolved it into a more sophisticated, detail-oriented and trustworthy brand.
Defining Who We Are
In close collaboration with the Creative Director, we designed this Brand Book that defines the company’s mission, customers, tone of voice, etc. Copy by Colin McRae. I created the layout, illustration, and graphics.
Why Redraft the Logo?
My rebranding effort started with redesigning the logo. There were a few issues with the old one: varying thickness of the stroke, broken curves, inconsistent treatment of the hook in “M” and the tail in “e”, etc. It didn’t represent Metromile as the mature and trustworthy brand that it was. I fully redrafted the logo with mathematical precision, ensuring that the monoline stroke stays consistent, spacing even, and curves beautiful.
Why Change the Display Font?
Akkurat, a modest, Neo-grotesque sans-serif, used to be Metromile’s only font, used for both display and text purposed. Although legible, it was lacking in personality, which is why I introduced a new display font - Filson. Filson’s geometric nature and playful character, expressed in curvy ascenders and descenders, mimics the logo and brings character to the brand.
Previously, Metromile used just one color - MM Blue, accompanied by the grays. Blue, being a cool color, is passive by nature and is hard to make stand out. Therefore I introduced two warm colors: MM Blood Orange and Raspberry. The reds add fire to the mix, creating visual interest that is much needed in marketing.
Finding a Voice Through Stylescapes
The major part of the rebranding process was replacing the old look and feel (cartoonish and hip) with a more mature, sophisticated one. That was my on-going project, for which I organized a Brand Discovery session (see PDF) , gathered plenty of inspiration and explored possible directions in the below stylescapes.