Karl.Worksツ
Design and Direction
Design and Direction
Bluezone Insurance —
Life insurance redefined
Client: Bluezone Insurance
Scope: Art Direction, Branding, Design, UX, UI
The Challenge
Bluezone set out to address a long-standing gap in the insurance market: people with chronic health conditions who are routinely excluded, penalised, or overwhelmed by traditional life insurance products. The challenge was to create a brand and product experience that communicated trust, clarity, and inclusion immediately — removing stigma and complexity while operating in a category defined by caution and regulation.
The Response
In a focused five-day sprint, we developed a confident brand identity and digital MVP designed for rapid testing and validation. The visual language balanced reassurance with modernity, while the user experience prioritised clarity, pace, and low friction — allowing users to understand coverage options and apply without intimidation. The result was a product experience that felt supportive rather than clinical, helping Bluezone establish credibility quickly in an underserved market and proving that thoughtful design can build trust where it matters most.