• Transform magazine
  • June 22, 2024

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US automobile insurance company Amica rebranded as aspirational alternative

  • Amica Tag
  • Amica Tote
  • Amica Stationery
  • Amica Type 2

Recognising it operates in a distrusting field, Amica turned to Mother Design to craft a new identity which did not focus on humour and savings. Instead, the design studio’s work sought to reflect who Amica actually are, as demonstrated by the creation of a wordmark which hopes to communicate stability and optimism, a modern and flexible teal-centric colour palette, and static imagery which aims to effectively communicate the new brand story of “Empathy is our best policy”.