Visual identity for an insurtech platform making term life insurance simple.2016

Traditional life insurance companies built their businesses around lengthy applications, medical exams, and complex policy structures. For young families seeking affordable term life coverage, those requirements created barriers that delayed or prevented financial protection. Fabric simplified the process with term life plans available within minutes at transparent pricing, no medical exam required for most applicants.

As Fabric prepared to launch in 2016, it needed a visual identity that balanced two competing signals: the trustworthiness essential for financial products, and the accessibility to reach younger customers intimidated by traditional insurance. Under After created a modular brand system with a flexible symbol made of simple shapes forming an abstract F, where each point could be a different color or shape, enabling nearly infinite variations on a simple form.

The wordmark combined rounded letterforms with geometric precision. The modular symbol system provided flexible applications across product interfaces, marketing materials, and physical environments, letting the brand adapt to different contexts while maintaining visual consistency.