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Inspired by Ukrainian Business

April. Ukrainian business is barely recovering since the beginning of the russian invasion. One of the first Ukrainian clients (since the 24th of February) — an online insurance service — asks us to work together. They have three main products: a Green Card, Personal Accident Insurance (PAI), and Travel Insurance.

During our first call, Vitaly and Oleksandr asked us, "How can we grow ten times? What do we need for that?".

"Whoah!" we thought. How could we decline such an ambitious task? We got inspired by Ukrainian businesses and tried to figure out what was happening with other insurance companies.

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All Insurance Companies are Boring

It happened that almost all banks, insurance, and pharmaceutical companies are the most boring industries. They look like robots in the human world. Businesses believe that the essential things in their work are numbers and deadlines. And people avoid such places until it's impossible to omit them. 

The owners of Green Travel saw this. And that's why they noted that they are not like that. They like people, work 24/7, fill in documents for clients, and help with other issues.

Sounds cool. But we wouldn't be a strategic creative agency if we took the word. Therefore, we went to talk to the people, and luckily, Green Travel's clients were happy to chat with us. We found that most clients were ready to return to Green Travel if necessary, and they recommended it to friends. Another joyful shriek popped out of our strategists.

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Empathy Is the Key to Great Insurance!

For some reason, insurance companies are sure that their activities must be described and confirmed by data. It seems that people just need to see a few digits on the website, and they should immediately trust this service. However, everything is exactly the opposite. People are afraid of this rational language. They want something simpler, clearer, and more humane.

People don't trust companies; people trust people. It is an important point that seems obvious but needs to be made evident for many businesses.

So after checking the robot-like competitors, we decided to move away from these boring businesses asap. If people need empathetic managers (which we also have!), let's give them that!

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GREEN TRAVEL — ONLINE INSURANCE FOR PEOPLE

Fluffy Insurance Service Ambassadors 

Okay, but how do we show humanity?
We noticed that Green Travel had become a friend. Insurance friend. And friendship needs little fluffy ones! Because who else can provide care, warmth, and unconditional love?

We compared animals' characteristics with the advantages of Green Travel. And here's what we've got:

• 24/7 support is definitely about the dogs. Green Travel is always ready to help their clients at any moment, just like dogs are ready to cheer up their person.
• Help and, at any stage of the insurance process, remind us about parrots. The Green Travel team is happy to chat with clients and see what they can do with insurance issues.
• Easy and calm insurance signing is similar to domestic fish image. Our managers are calm and confident as these aquarium pets.

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Green Travel. Your Insurance Friend

When we were developing the corporate style, we decided that our insurance friend should also be a part of the brand identity. So Spok was born. Spok has four paws and also knows how to provide insurance! Spock doesn't like to roar, and he likes to make PAI quickly:)

What should you know about Spok?

• Well, he's a dog.
• He is green, as you've noticed already. That's because he is a special dog!
• And his main idols are police officers, border dogs, and, of course, Patron. Woof!

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Insurance Guide

As the entire team of Arriba! barked a love song for Spock, and we moved on. After talking about the brand strategy that focuses on Green Travel's humanity, the designers saw the guide in the brand's image. Yes, yes, a real guide. Only from insurance. And this is not some GPS that can take you to unknown places, but rather a real person who will guide you through all the paths of insurance.

This is how the prototypes of corporate style were born: road signs and arrows. Both of them show the way to the drivers, just like Green Travel. It's just the road signs on the highways, but Green Travel's signs are for the insurance.

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1000 and 1 Shade of Green

At first glance, the situation with color may seem very simple. Like, Green Travel is your client, and you are still thinking about the color. But the thing is, the green that the brand had was good but in, like, 2000. So we took two more complex greens that were more unusual for the category. Why do we write a whole paragraph to talk about color? Because our Art Director Julia* spent a whole day trying to find those pantones.

*Julia hates green.

A Small Love Confession

We want to save such projects in the treasure chest where we keep the best memories. Magic happens when the client fully trusts us and we listen to the client's expertise. Just simple magic. It was an incredibly calm project. Oleksandr and Vitaly, thank you for being real-life examples of humane and empathetic business!

Agency: Arriba! Strategic Creative Agency
Production: Arriba! Production & Mel Production

Max Burtsev — Сreative Director;
Olya Burtseva — Account Director;
Lera Tkachenko — Account Manager;
Oleg Mysiagin, Nikita Barkov, Olya Pomeranska — Strategists;
Alina Gerasimchuk, Olya Shevchuk, Dasha Starko — Copywriters;
Yulia Nahorna — Art Director;
Yevhen Babanin — Designer.

MEL Production — Production

Evetta Lukash — Producer;
Lada Sabova — Director;
Pasha Itkin — DOP.