Traditional life insurance required medical exams and weeks-long underwriting processes that intimidated young families. Under After created a visual identity for Fabric that balanced trustworthiness with accessibility for an insurtech platform offering instant term life coverage.

Traditional life insurance companies built their businesses around lengthy application processes, medical exams, and complex policy structures. For young families seeking affordable term life coverage, these requirements created barriers that often delayed or prevented them from getting financial protection. Fabric simplified the entire process with a platform that offered term life insurance plans available within minutes at transparent pricing, no medical exam required for most applicants.

As Fabric prepared to launch in 2016, the company needed a visual identity that balanced two competing signals: trustworthiness and stability (essential for financial products) with accessibility and approachability (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, allowing the brand to adapt to different contexts while maintaining visual consistency.

Fabric raised $30.5 million across multiple funding rounds from investors including Bessemer Venture Partners, Guardian Life, Nippon Life, Samsung Ventures, and CNO Financial Group. The company was acquired by Western & Southern Financial Group in January 2022.

Services: Brand Identity Design