Built in Slices
Pizza Insurance — Brand Strategy & Identity
Pizza Insurance is a startup rethinking insurance through a more customer-centric model that rewards safe driving. As Design Director, I led the creative direction for a complete brand world — from positioning through to system design and rollout — creating a flexible identity designed to stand out in a traditionally conservative category and support the brand’s ongoing growth.
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Design Director
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Brand strategy · Identity system · Illustration · Art direction
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2026
The brief
Launching a new insurance brand meant building trust fast — while also breaking away from the predictable visual language of the category. The identity needed to feel credible and professional, but also warm, human, and distinctive enough to support a challenger mindset.
The Thinking — Built in Slices
Pizza Insurance is built around the idea of “slice back” — giving something back to customers and creating a sense of community. This became Built in Slices: a modular brand system where every element works in parts.
From the geometric Pizzagon illustrations to the interchangeable Toppinz characters, the identity was designed to flex, scale, and evolve — creating a brand that feels playful and human, while remaining robust enough for insurance.
A modular brand system
The visual language was developed as a flexible toolkit, allowing Pizza to move confidently across digital platforms, campaigns, and physical touchpoints.
Illustration takes the lead, supported by bold typography, vibrant colour, and a clear tone of voice — giving the brand an ownable presence across everything from UI and infographics to merchandise and business assets. Every element works together to create consistency without uniformity, supporting growth while maintaining character.
Outcome
The resulting brand gives Pizza Insurance a distinctive launch platform — combining playful creativity with the clarity and structure required in a regulated industry. Built as a scalable system, the identity sets strong foundations for future partnerships and long-term growth.
