Insurance isn’t as boring as you think it is. As Creative Studio & Copy Lead at digital insurance provider Getsafe, I’ve been tasked with helping them redefine what it means to be an insurance provider, both figuratively and literally. One of the essential questions I looked at as I built the brand positioning in the run-up to their first-ever brand book was: How do we get Millennials and Gen Z to understand that a small, low-cost, consistent action now can mean an amazing amount of security in the face of an uncertain future? As lead of their in-house creative studio, I’ve seen their brand and creative marketing through a time of deep change – pivoting from brand to performance and growth marketing with a lean staff where every effort had to count towards future results.
Along with familiar territory in owning brand voice and tone, scaling communications operations, and providing top-notch quality assurance across both English and German markets, I’m tasked with owning and project managing the creative and executional processes that result in marketing, brand, opex, and compliance campaigns. This is my first time working in such a highly regulated industry, and it’s highlighted some unique challenges that had solutions in effective customer communication and experience.