Everly Rebrand
Life insurance as a category has long been confusing, transactional, and outdated. Customers are often met with opaque policies, complex language, and a “buy it and forget it” experience, even though life rarely stays the same.
The Problem
Life insurance has long been confusing, transactional, and outdated. Customers face opaque policies, complex language, and a “buy it and forget it” mindset that doesn’t reflect how real life works.
The Solution
I led the creative vision from strategy through execution, directing the brand system while also illustrating key assets. I partnered closely with marketing, UX, content, and external teams to ensure every touchpoint communicated clarity, confidence, and empathy.
We kept core brand pillars such as the logo, bright orange and cherry colors, and typography, and expanded them into a cohesive visual language. I developed bold, approachable illustrations, motion-driven storytelling, and helped shape a behavior-based UI that guides users intuitively through the product. Every element from iconography to animation was designed to simplify complex insurance concepts and reinforce Everly’s promise: “Made for Living.”
One of the most impactful outcomes was the visual storytelling framework I created. It ensures every interaction, whether internal or customer-facing, feels consistent, empowering, and memorable. The redesign strengthened comprehension, boosted investor confidence, and aligned internal teams around a clear, modern brand.
This project remains one of my proudest. It demonstrates how creative leadership can shape a brand end-to-end, blending strategy, visual design, and illustration to transform a traditionally dull category into something approachable, human, and modern.
Contributors
Creative Director/Design / Illustrator: Jordan Harper
Design/Animation: Carl De Torres, Optics Labs
Web Design: Max Young, Tia Smith, Nichole Best
Logo Design: Chermayeff & Geismar & Haviv