URBAN JUNGLE BRAND REFRESH —

URBAN JUNGLE BRAND REFRESH —

Product Requirements

The brand needed to evolve without losing trust in a highly regulated insurance space, while more clearly communicating what makes Urban Jungle different. Visuals and messaging had to feel clearer, more confident, and more human, consistently across product, marketing, and lifecycle communications. A core objective of the refresh was to position Urban Jungle as both the ethical and value-led choice for consumers — strengthening fairness messaging and making that differentiation easier to understand in order to drive home insurance sales.

The work and strategic thinking behind the refresh took place over more than 12 months, with a deliberate focus on evolving the brand to better reflect Urban Jungle’s values and B Corp status as an insurtech. After an initial attempt with an external agency failed to meet expectations, the decision was made to bring the work fully in-house. This required transforming the team into brand strategists, designers, and copywriters, owning everything from concept through to execution across the entire company, while ensuring the new brand could scale across web, email, ads, and internal tools with minimal disruption to existing infrastructure.

Ideation and Execution

Overview

Urban Jungle’s brand was refreshed to be more distinctive, relevant, and conversion-focused for 2024 and beyond, with all branding, graphic, and product design work led end-to-end. Starting with an agency, we decided to bring the entire refresh in-house to develop our update identity at speed. The refresh, led my myself and our marketing team, spanned strategy, visual identity, and execution across every customer touchpoint — from product UI to marketing and lifecycle communications. The result was a cohesive, modern brand system that improved clarity, trust, and consistency across the business.

Process

The refresh went through five distinct concept phases, exploring different visual and tonal directions before landing on a single, cohesive brand world. Once the direction was set, every part of the customer experience was redesigned or rewritten to align with the new identity — including 15+ website pages, 40+ paid ads, and over 200 emails. Attention to detail across visuals and copy was critical to ensure consistency and credibility at scale.

Design and Delivery

  • Re-skinned the existing website by updating shared UI libraries (Grimlock and Windcharger microservices), including brand colours, iconography, and the introduction of new icons and minicons

  • Delivered full redesigns of key brand-led pages, including the Homepage, About Us, and Careers

  • Applied targeted visual updates across product flows and supporting pages, such as success states, customisation pages, cancellation journeys, password reset, and account management

  • Designed new homepage elements to strengthen trust and differentiation, including mobile carousels, social proof sections, B Corp accreditation, and pricing highlights

  • Created a complete set of new transactional email templates to reflect the refreshed brand across onboarding, servicing, and lifecycle touchpoints

  • Established clear documentation and processes, including a Brand Book, updated UI Library, and refreshed UX Guidelines to support long-term consistency

Impact

The brand refresh delivered a clearer, more confident identity that translated consistently across product, marketing, and communications. Over the nine months following launch, brand awareness increased by 3%, Trustpilot review volume grew and the overall score improved by +0.2 points, social channels scaled to 100K+ followers with 10M+ views, and expanded our updated brand to three new Urban Jungle products (Travel Insurance, Car Insurance, Non-Standard Home Insurance).

By aligning teams around a shared visual and messaging system, Urban Jungle gained a scalable foundation for future growth — strengthening trust, improving brand recognition, and creating a more seamless end-to-end customer experience. The refreshed brand also received consistent positive feedback across branding, social campaigns, PPC ads, and UX/UI from customers, white-label partners such as Co-op Insurance, external freelancers, and job candidates.