Cover-More

overview

Cover-More is known for providing expert, round-the-clock travel insurance, but their brand felt corporate and cold. It didn’t reflect the genuine care they offer travellers. The rebrand set out to change that by creating a more human and emotionally engaging identity, grounded in the idea of “more care, more cover, for all.”

The goal was to build a visual identity that felt more human, distinct and emotionally engaging – something that reflected the genuine care Cover-More is known for.

While the existing logo remained, the small circle between ‘Cover’ and ‘More’ was elevated into a distinctive graphic anchor that creates cohesion across the brand. The colour palette was refreshed with a brighter, more optimistic blue and supported by a global colour palette drawn from real-world destinations designed to evoke warmth, familiarity and a sense of adventure.

Illustration, iconography and UI elements were designed to feel warm, functional, and contemporary. Photography was reimagined to feel personal and candid – capturing moments as if taken by someone travelling with you.

Altogether, the new system gives Cover-More a confident, characterful identity that balances trust with personality.

Deliverables

Brand Identity
Digital Design
Print Design

Agency: Principals

ROle: Senior designer

Impact

Since launch, brand awareness has increased by 5% and brand consideration by 4%, with over 300,000 more travellers now considering Cover-More for their next trip.

The identity has rolled out across digital, print, campaign, and in-store touchpoints, helping Cover-More connect more meaningfully with modern travellers.

Internal brand rollout

As part of the rollout, we also extended the brand into internal spaces and day-to-day touchpoints. This included office wall graphics, decals, branded merchandise and a brand notebook for the Cover-More team. These elements helped bring the identity to life beyond marketing, creating a sense of pride and alignment across the business.