Introduction

Bi-Me is an innovative digital broker aimed at simplifying the process of purchasing commercial insurance for small businesses. As a shareholder, Hollard Insure sought to assist Bi-Me in establishing a compelling brand identity that would set it apart in a competitive market. This case study outlines the design process, elements, and choices made to create a brand identity that resonates with the target audience while aligning with the company’s core values.

Brief and Target Audience

The primary objective was to design a logo and corporate identity for Bi-Me that could be executed across various platforms. The target audience comprises small businesses, such as local cafés and hairdressers. The brand name, Bi-Me, is an acronym for “Business Insurance Made Easy,” which encapsulates the company’s mission.

Design Elements

The design scope included:

• Communication templates (email headers & footers)
• Basic stationery (email signatures, Word templates, letterheads, PowerPoint templates, insurance schedule covers)
• Corporate identity guidelines

The Result

The primary typeface selected was Neue Haas Grotesk, known for its historical depth, design flexibility, and modern revival. A secondary font, Andrea, was chosen to add a personal touch, particularly for the “Me” in Bi-Me. This choice played on the brand’s name, subtly suggesting “Buy Me” in a playful manner.

The logo features a circular icon with the letters ‘Bi’ in Neue Haas Grotesk and ‘Me’ in a handwritten style. The icon is blue, with black text for ‘Bi’ and white for ‘Me’.

Colour

The primary brand colour, blue, was chosen for its associations with calmness, clarity, and innovation. To add a playful and approachable element, secondary colours like desaturated yellow, pink, and green were incorporated. All geometric shapes were rounded to make the brand appear more approachable.

Conclusion

The resulting brand identity for Bi-Me successfully combines historical depth with modern sensibilities, offering a versatile and visually appealing design that resonates with its target audience. The use of colour, typeface, and iconography aligns perfectly with the brand’s mission to make business insurance easy, approachable, and digitally accessible.