Economical Insurance launched Sonnet to disrupt the Canadian insurance category as the country’s first entirely online provider. The opportunity was clear: appeal to people looking for more convenience, transparency and control, while building a brand they could actually feel good about. Through workshop exercises, the personality of a “Rebellious Advocate” emerged; digital-first, open and challenging, but still secure and trustworthy.

The identity used illustration by Jean Jullien to express Sonnet’s fresh view of insurance and customer relationships. The system included visual language, logomark, collateral and standards, extending across physical welcome packs and digital policy documents.