Litoral Underwriting
Brand Identity for Growth
A Modern Expression of Trust, Clarity, and Assurance
Problem Context
Establishing a Cohesive Brand for a Modern Insurance Company
Litoral Underwriting, based in Hong Kong, operates across both land and marine insurance — reflected in its name, meaning a shoreline between land and sea. While the business had a clear offering, its brand and digital presence lacked cohesion, making it difficult to communicate trust, clarity, and professionalism to brokers and corporate clients. The opportunity was to translate a conceptual brand idea into a consistent, scalable identity system — one that could work seamlessly across digital platforms, multilingual environments, and physical touchpoints.
Challenge
Fragmented Brand Expression and Lack of Visual Consistency
The existing materials were inconsistent across formats, with no unified visual system or clear brand positioning. Content was primarily sourced from presentation decks, lacking structure and clarity for web use.
Key challenges included:
- Defining a strong and differentiated brand identity in a traditional industry
- Simplifying complex insurance information into a clear, user-friendly format
- Ensuring consistency across multiple deliverables (web, documents, presentations, print)
- Supporting bilingual accessibility for both English and Chinese audiences
- Designing a website that prioritises speed, trust, and ease of getting a quote
Approach
Building a Scalable Brand System Across Digital and Physical Touchpoints
I developed a cohesive brand identity grounded in Litoral’s core concept — the balance between land and sea. The visual direction focused on creating an energetic yet composed brand, combining clean layouts, strong hierarchy, and selective use of colour. Key design decisions included:
- Refining the logo to simplify and modernise its form
- Reutilising the core blue colour to maintain brand recognition and consistency
- Establishing a single typeface system using Geist across all touchpoints
- Designing a clear and structured layout system to support readability and hierarchy
The website was designed and built using Squarespace, with multilingual functionality enabled through Weglot. Content from internal decks was restructured and expanded using ChatGPT to improve clarity and consistency across product pages. The UX focused on simplicity and conversion:
- Surfacing insurance products early for immediate understanding
- Prioritising a clear “Get a Quote” call-to-action
- Structuring pages with trust signals (e.g. AAA rating) and SEO content
- Ensuring contact forms were consistently accessible
Beyond the website, the brand system was applied across a wide range of deliverables, including presentation decks, email signatures, policy documents, and conference materials such as roll-up banners — ensuring a unified experience across all brand interactions.
Outcome
A Cohesive, Scalable Brand with Strong Digital Foundations
The result is a modern and consistent brand identity that positions Litoral Underwriting as a credible and forward-thinking insurance provider. The unified system:
- Strengthens brand recognition through consistent visual language
- Improves clarity and usability across the website experience
- Supports multilingual accessibility without compromising design integrity
- Enables scalable application across both digital and physical assets
By aligning brand, content, and user experience, Litoral now presents a clear, trustworthy, and professional identity — designed to support growth and build confidence with its audience.
Role: UXUI Digital Designer
Software: Figma, Microsoft 365, Adobe Creative Cloud
Skills: UX Strategy | Wireframes | IA | Presentation Deck | Email Signature | Policy Documents
Year: 2026
