Metromile: Pay-Per-Mile
Car Insurance.
Hired by Metromile to help develop their brand and voice. Metromile is a car insurance company unlike any other, and one that we truly believe in. They offer pay-per-mile car insurance to the modern driver. Drive less? Pay less. Makes sense, right? In fact, they are more than a car insurance company—they are a total 21st century advocate for the driver. By using the power of data collection and visualization, they truly connect every car owner to what's really going on under the hood.
A modern twist to an old industry
Created a look and feel to the company that hearkened back to the roots of the everyday driver, yet was was approachable and friendly to the modern urban consumer. Considering the fact that when anybody hears the words "car" and "insurance" in the same sentence they immediately turn off their brain, we had our work cut out for us. The result was a modern, unique, and let people know that this company was going to look at insurance a little differently.
Driving the way
The final design drew inspiration from aerial views of highway systems, with the script logotype's flowing curves and interconnected letterforms echoing the organic patterns of freeway interchanges and road networks as seen from above. This conceptual foundation informed both the logo's fluid typography and the broader visual language, creating a brand that celebrates the journey itself rather than just the destination, while establishing a vibrant color palette and complete design system that makes complex insurance concepts more accessible and engaging.
Designed for longevity
Years later, we're particularly proud that Metromile continues to use the exact logo and brand identity we created—a testament to the timeless design approach and strategic foundation that has successfully carried the brand through multiple growth phases and market evolution.
