Insurance for everyone with Smart Business

Overview

Smart Business entered the insurance aggregator market in 2023. As a new brand, they needed a complete set of assets to launch and establish their presence.

Concept

The key selling point of Smart Business was its highly customizable search function, allowing business owners to quickly find the exact type of insurance they needed. Because the platform served such a wide range of customers, the brand identity needed to feel approachable and down-to-earth, while still maintaining professionalism.

To reflect this, I developed a visual language based on modularity — using interlocking shapes, clear icons, and a carefully curated selection of photography.

Website and component library

The insurance comparison website was the first priority to launch. To support this, I created a design system and component library, building on an existing framework that aligned with the development team’s tech stack.

Working closely with the developers, I produced wireframes, designed components and layouts, and carried out thorough QA testing. We also ensured seamless integration with a third-party insurance comparison platform, while keeping the experience consistent and on-brand.

In addition, I designed a tie-in landing page for UK Business Forums, a sister site, to extend visibility and maintain brand cohesion outside Smart Business’ own ecosystem.

Brand guidelines & illustrations

I developed a comprehensive brand guidelines document that outlined how to create on-brand illustrations and apply the identity consistently across different platforms.

Alongside this, I delivered a suite of ready-to-use assets including illustrations, patterns, icons, and a carefully curated selection of stock imagery. This gave the team everything they needed to maintain a cohesive visual style.