BRANDING • WEB DESIGN

Caspian Insurance

Caspian Insurance came to me with a clear goal: refresh their dated brand and bring their digital presence up to date. The existing identity relied heavily on traditional corporate blues, so the challenge was to keep the trust and professionalism expected from a life insurance brand, while introducing brighter, more energetic tones to help Caspian stand out from its competitors. The project covered a refreshed logo and visual identity, a new website, stationery and wider marketing collateral. Across everything, the aim was to create a brand that felt professional and trustworthy, but also modern, approachable and inviting, making life insurance feel a little less corporate and a lot more human.

Caspian Insurance came to me with a clear goal: refresh their dated brand and bring their digital presence up to date. The existing identity relied heavily on traditional corporate blues, so the challenge was to keep the trust and professionalism expected from a life insurance brand, while introducing brighter, more energetic tones to help Caspian stand out from its competitors. The project covered a refreshed logo and visual identity, a new website, stationery and wider marketing collateral. Across everything, the aim was to create a brand that felt professional and trustworthy, but also modern, approachable and inviting, making life insurance feel a little less corporate and a lot more human.

The refreshed identity brings a more modern and distinctive feel to Caspian, while retaining elements of the original brand. The new mark uses the “C” from Caspian with a contemporary swirl inspired by the Caspian Sea and its waves, a subtle nod to the brand’s heritage, but with a much cleaner, more refined execution. I carried this visual language through to the website, using the swirl as a flexible graphic element to add movement and personality without relying on generic stock imagery. I also created a set of bespoke illustrations to bring the services to life, giving the site a more ownable feel and helping it feel less like a traditional insurance website. Bright blue tones add energy to the existing palette, while green CTAs create a clear visual contrast, making key actions instantly recognisable and giving the overall experience a more approachable, confident feel. The result is a brand and digital experience that feels fresh, trustworthy and distinctly Caspian, giving the business a visual identity that better reflects the people behind it and the customers it serves.

The refreshed identity brings a more modern and distinctive feel to Caspian, while retaining elements of the original brand. The new mark uses the “C” from Caspian with a contemporary swirl inspired by the Caspian Sea and its waves, a subtle nod to the brand’s heritage, but with a much cleaner, more refined execution. I carried this visual language through to the website, using the swirl as a flexible graphic element to add movement and personality without relying on generic stock imagery. I also created a set of bespoke illustrations to bring the services to life, giving the site a more ownable feel and helping it feel less like a traditional insurance website. Bright blue tones add energy to the existing palette, while green CTAs create a clear visual contrast, making key actions instantly recognisable and giving the overall experience a more approachable, confident feel. The result is a brand and digital experience that feels fresh, trustworthy and distinctly Caspian, giving the business a visual identity that better reflects the people behind it and the customers it serves.

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