Designing for Canadians
Client: North Cover
Role: Lead Designer
Skills: UX/UI Design, Visual Design, Design System, A/B testing, Landing Pages
North Cover, a provider of straight forward life and final expense insurance solutions tailored to the Canadian market, sought the comprehensive creation of their visual brand. The branding needed to align with the unique preferences and needs of the Canadian audience. Their request encompassed the creation of a logo, a detailed style guide, and the design of both their website and mobile platform.
Feeling connected to Their Land
After researching existing brands in the insurance space, we found that Canadians share a deep connection to their country, its places, and its landscapes. Geographically positioned at the "far top" of the world and defined by remote, expansive mountainous terrain, we chose the symbol of a north-facing arrow — representing a compass and a peak — as the perfect motif for the brand. By combining colors that evoke imagery of Canada's diverse landscapes, we developed the visual identity of the brand.
Insightful product tools
Product tools were developed to guide users in making informed decisions about purchasing insurance with North Cover. These tools included a Life Calculator, which assessed an individual’s current situation and provided a forecast of how much life insurance they may need in the future. Additionally, a Funeral Calculator was created to help users estimate costs and plan accordingly.
People and Place
We provided North Cover with a engaging, and comprehensive website for their individual who are desiring to purchasing insurance. I was a great opportunity to work with the Greenstone team (owners of North Cover) in producing the project. 
This project expanded my understanding of designing content-focused online experiences while incorporating a uniquely Canadian perspective. It also provided an excellent opportunity to refine my visual design approach, sharpen my UX/UI expertise, and deepen my knowledge of website frameworks, including user journeys, information architecture, site mapping, and user flows. Also, I was responsible for developing their design system to facilitate future projects.