Life insurance. It’s an unlikely pair of words, really. One is about us, people, and all the ways that we experience our worlds. The other is something stuck in time, a complex equation that tries to reduce humans to numbers. Ethos came to us as the first company in their industry to truly prioritize these words in the way they appear—life first, insurance second. And as their partner, we worked together to tell a lasting story, one that explained why they reimagined life insurance with a tech-enabled and commission-free process.
- Brand Positioning
- Verbal Identity System
- Visual Identity System
- Photography Art Direction
- Brand System Guidelines
Ethos’s human approach to life insurance demanded a wordmark that communicated the sturdy relationship that accompanies every policy. The ‘o’ in Ethos was that opportunity, bringing both depth and a sense of togetherness to the simple and straightforward type. At every turn, from lively but real colors to their attentive but earnest writing, the brand seeks to strike this same balance, carrying the gravity of their offering without forgetting about the most important thing—the irreplaceable person in front of them.
At Ethos, putting people at the heart of life insurance means valuing their time with a process that takes just a few minutes. And it means doing away with commissions, ensuring that every policy is about protection, not profit. The person-to-person spirit of these decisions lives across everything we made together, anchoring their brand in what makes them one-of-a-kind—humanity.
It means doing away with commissions, ensuring that every policy is about protection, not profit.
The person-to-person spirit of these decisions lives across everything we made together, anchoring their brand in what makes them one-of-a-kind—humanity.