Friday – A Brand Like the Best Day of the Week
Friday is the digital car insurance that meets the needs of an urban and modern generation. For the market launch in Germany, we developed a brand-new identity from the ground up to show what modern insurance can feel like.
Digital Brand
After market and trend analyses, interviews, and a series of design experiments, we concluded that we needed to clearly differentiate ourselves from traditional car insurers. In 2017 (and even today), insurance companies often appeared outdated – reminiscent of piles of paper and offices with Windows 95 desktops.We believed, however, that our brand had to capture the zeitgeist of a digital and positive generation in order to stand out. A brand, after all, like the best day of the week. Friday is that moment when you open your car door and head into the weekend. Vibrant colors, a unique key visual, and authentic photography therefore define the overall tone. Friday is a little loud, a bit quirky – but above all, different. That’s why we used a friendly, casual tone of voice, with the occasional ironic twist and a wink. At the same time, we understood that customers also need to feel safe and comfortable. Like a good friend, we know when it’s time to switch to a more serious tone and present our expertise.
Marketing Pages & Onboarding Flows
Friday simplified the complex onboarding process for policyholders, which at launch was still lengthy and outdated. The sign-up is 100% digital, fast, and mobile-optimized. Landing pages with clear and positive communication of the product promise, a policy completion time of under 3 minutes, and countless small design details helped surpass the original business goal for the market launch by more than 30%.
