Hinterland Insurance
Role:
Brand strategy, art direction, project management, graphic design, brand and collateral design
Client:
FTP of California
Hinterland Insurance specializes in excess & surplus solutions.
In May of 2023 I was hired by FTP of California to rebrand their business to Hinterland Insurance. In 6 months as Lead Designer, I developed the brand strategy, mission statement, brand guidelines, logo + logomark design, social media templates, collateral design, custom scenic illustrations… *Phew! Let me catch my breath—that was a lot.
Hinterland refers to the remote or less developed areas that are situated behind or inland from a coastal region or urban center, often characterized by agricultural or natural landscapes.
The Logo
Once we finalized the name Hinterland, I developed a brand questionnaire for the Executive Leadership Team to provide insights into their vision for this new venture. Inspired by this feedback, I designed a hillside landscape that artfully forms the letter H. The use of two tones suggests depth, while a winding road at the center symbolizes expansiveness. Below, you’ll find the final logomark we chose.
Designing the Website
Designing the Hinterland Insurance website involved researching the target audience to understand their needs. We created wireframes for easy navigation and focused on a modern, trustworthy aesthetic with a responsive design. Regular feedback from my teammates and collaborators helped refine each webpage regarding the user journey, resulting in a site that effectively showcases Hinterland Insurance’s commitment to customer service and reliability.
BRAND GUIDELINES
BRAND GUIDELINES
Scroll through the brand guidelines and get to know what makes up Hinterland Insurance.
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