Tyler Mayfield

Working in insurance means following rules from our compliance team. This meant all print and web deliverables required disclaimers or sources and often times state specific copy. I started by developing a design language for different scenarios. Social media and emails allowed for a more playful attitude. Leaning more into pattern play and illustration, this was a space for true experimentation. The use of color gives the design

a more energetic and spirited feel.

The Costco partnership in contrast required our design to stand out in a thoughtful and respectful way. We never wanted the design to feel exclusive. Through these new pieces we were able to figure out where design needed to be more approachable. For example, we knew that our Costco placements would be viewed by a 40+

age demographic.

Because of this we showcase imagery that reflected this group and any high contrast colors were kept to a minimum. Our photography was used instead of illustration to convey a sense of family and togetherness with our pet friends. Through this attention to detail the result was a design that never comes across as disjointed or out of place when alongside our other

branded materials.

For emails, we knew we could be a little more experimental. The pattern, inspired by Dalmatian spots, can be pulled through more often and the illustrations can give more personality while keep approachability.

The color palette lends itself very well to this. The Figo Mint and Deep Blue are revamped shades from our original palette. Those two in combination with the cream offers a more relaxed and professional feel. Adding the poppy and citron gives a punchy-ness and works as an attention grabber. Showing that even pet insurance can be playful.