With a playful identity and sharp strategic storytelling, Yoloh is cutting through a sceptical market and securing major investments across Europe, the Middle East, and the US.
Breaking away from the grayscale world of insurance branding, personalised insurance platform Yoloh has launched a new identity with the help of Taxi Studio.
The rebrand isn’t just about aesthetics. It’s credited with fuelling a tenfold rise in brand equity and securing vital seed funding as Yoloh prepares to take on a saturated market.
With most insurance companies leaning on fear, jargon, and complexity, Yoloh saw a clear opportunity to rewrite the rulebook. Built around the idea of “Insurance Dejumbled,” Taxi Studio’s strategy repositions the brand as an advocate for customers, not just another policy-pushing player.
From the outset, Taxi Studio approached the project with a healthy disregard for the conventions of the sector. “The insurance sector has long been stuck in a loop of anxiety, jargon, and grayscale identities,” says Martin Fresle, associate creative director at Taxi.
“From the outset, we knew this wasn’t just about looking different; it was about behaving differently. That meant stripping out complexity, injecting energy, and building trust through transparency and personality.”
‘Insurance Dejumbled’ became more than just a slogan, evolving into the strategic and creative core of the project. It serves as a rallying cry for simplicity and clarity, resonating with both customers and investors.
It also informed everything from the ambigram-style logo, designed to be read the same way upside down, to a tone of voice that delivers insurance information with warmth, wit, and accessibility. The result is a brand narrative that immediately clarifies Yoloh’s mission without oversimplifying it, giving the company a sharper pitch to investors and a more welcoming face to users.
Of course, a brand built on accessibility needed more than just a snappy line and a clever logo. This is where Andi comes in, Yoloh’s animated digital assistant, designed to guide users through complex insurance processes with visual hand gestures. Far from being just a mascot, Andi serves as a bridge between customer and platform, reducing cognitive load and helping users navigate onboarding and policy explanations with ease.
“We wanted Yoloh to feel personal,” says Martin. “Andi isn’t just a mascot; they’re a bridge between the user and the product. Andi enhances the user experience (UX) by guiding users through complex processes with visual cues and gestures, thereby reducing cognitive load. More than a character, Andi is an empathetic interface, designed to humanise and simplify, just like the brand itself.”
The tone of voice was another crucial pillar of the rebrand. Taxi Studio collaborated with brand writer Nick Carson to craft a style that feels inviting without slipping into cliché. The goal was to balance clarity and character, offering users a voice that’s confident and straightforward but never patronising.
“We approached the tone like we were writing for someone smart, curious, but understandably sceptical,” Martin says. “Our three watchwords – warm, witty, accessible – served as guardrails, not gimmicks.” The result is a brand that feels easy to trust, delivering policy details and platform information in a way that’s human and engaging.
Designing for dual audiences, from everyday users and high-stakes investors, was a balancing act, but one that paid off. Yoloh’s refreshed brand needed to feel both credible and charismatic, and the ambigram logo paired with bold, ownable colourways ensured the brand stood out equally well in an app store or a pitch deck.
“We knew we had to build a brand that could walk the line between credibility and charm,” says Martin. “For users, that meant clarity and confidence. For investors, it meant a distinctive proposition with clear commercial potential.”
It appears that the tangible impact of the rebrand was almost immediate, as Yoloh secured significant investment from Europe, the Middle East, and the United States. What better testament to the power of clear, consistent storytelling and design that not only speaks but also connects?
For other insurtech companies or B2B brands looking to break through, Martin offers simple advice: “Don’t mimic the market – mirror the customer. In saturated spaces, relevance beats volume. Lead with clarity, not complexity. And don’t underestimate personality, especially in B2B where human connection is often the missing piece.”
Yoloh’s rebrand proves that even in the most crowded or sceptical sectors, strategic storytelling, bold design, and a human touch can punch well above their weight.
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