The Rebrand of ETAP

Case Study (2mins read)

In October 2023, as Head of Brand & Design at ETAP we revealed a fresh identity, one that encapsulated ETAP's evolution as a company. It started as an itch to let the brand reflect how much it was growing, an evolution that embodies ETAP's broader mission: To redefine insurance in Africa beyond just an award-winning car insurance app. It needed a brand that could match that ambition.

The existing identity lacked cohesion, adaptability, and scalability across platforms and use cases—from product UI to partner marketing. Internally, teams were struggling with inconsistent visuals, outdated templates, and fragmented brand perception.

The brand lacked clarity, recognition, and trust. The challenge wasn’t just aesthetic—it was strategic: reposition the brand to serve a larger market while enabling internal efficiency

Conduct a comprehensive brand audit across internal and external channels
Create a modern, flexible brand identity aligned with the product vision and values
Build a scalable visual system adaptable across teams and global campaigns
Enable consistency and efficiency for marketing, product, and sales teams
Design two additional product sub-brands with distinct but cohesive identities
Develop a flexible brand architecture to accommodate product expansion

Audit & Discovery:

- Reviewed marketing materials, app UI, sales decks, and stakeholder feedback

- Identified gaps in brand consistency, tone, and visual alignment

Identity Redesign:

- Redesigned logo for better digital legibility and brand presence

- Developed core elements: color palette, type system, grid frameworks, iconography

System Building:

- Built a comprehensive design system in Figma with components, templates, and rules

- Created libraries accessible to marketing, Customer Experience, and product teams

- Documented brand usage guidelines to support internal and external partners

Sub-brand Design:

- Designed logos and brand kits for two new product offerings

- Developed visual relationships between parent and sub-brands for seamless cohesion

Collaboration:

- Worked asynchronously across marketing, Custmer Experience, product, and leadership

- Used Notion, Slack, and Figma for async check-ins, reviews, and approvals

Unified brand experience across product, web, social, email, and partner campaigns
3x faster turnaround for design requests due to accessible design system
Improved stakeholder alignment and visual storytelling across departments
Enhanced brand perception for investors, partners, and new customers
Set the foundation for future product expansion and co-marketing campaigns

This Rebrand is the result of 37 iterations and about 72 cups of coffee! :)

Some Social Media Stills

Watch Rebrand Video

Click to See the Brandguide

Watch Brand Story (Wrapped)

Email Signatures

ETAPxHollard Campaign

Project Type: Market Entry Strategy, Brand Launch, Experiential Design
Role: Senior Brand Design Manager & Creative Strategist

As ETAP prepared to expand into Ghana, the goal wasn’t just to launch an app—it was to make a powerful first impression. Partnering with Hollard Ghana, the team needed a brand-led campaign that introduced ETAP’s value with clarity, confidence, and cultural relevance.

This was a brand entering a new market with an opportunity to redefine expectations around car insurance. The challenge was to translate ETAP’s features into stories—shifting the message from what it does to what it empowers people to do. We needed to ensure that the experience felt real, local, and deeply intuitive.

I led the creative development of the brand launch strategy, including:

Key messaging themes based on product benefits and local insight
Creative direction for launch storytelling and campaign rollout
Visual and experiential concepting for the in-person launch event
Writing treatments for five original brand films/ visuals, each aligned with a core product feature

We reframed ETAP’s feature set into emotionally-driven stories:

Fun — Have fun drivinng safe and climbing the leader board with friends
Control — On-demand policy options and full user autonomy
Transparency — Track every drive and every reward
Flexibility — Pay-as-you-go plans to match your lifestyle
Reward — Drive safe, earn points, redeem value

These themes became the foundation for five original short brand films—each used as a centerpiece during the Ghana launch experience.

The full rollout remains confidential pre-launch, but the creative direction is complete and production is underway. Key highlights include:

A multi-sensory launch experience designed around five brand stories
A visual identity system tailored for the Ghanaian market
Messaging that bridges ETAP’s technology with human empowerment

VIEW VIDEO/VISUAL TREATMENT

Ellae

Every Nanny Campaign

Project Type: Brand Identity + Website Design
Role: Senior Brand Designer & Identity Lead

We were commissioned to develop a trusted digital platform for hiring domestic staff. The client envisioned a website that would help families find dependable, professional caregivers through a safe, intuitive interface. Our goal was to craft an identity that felt warm, human, and secure.

The emotional stakes were high. We needed to create a brand that balanced trust and professionalism with empathy and warmth. The identity had to feel personal enough for families, yet structured and polished enough to instill confidence in the recruitment process.

I led the brand discovery and design process, developing the logo, core identity system, and foundational UI styling. This included:

Logo concept and refinement
Brand color palette and typography system
Moodboard and tone-of-voice definition
Collaborating on key page layouts and visual tone for the website
Initiating social media conversations with strong brand assets and communications

The brand launched as part of a pilot internal rollout and was met with enthusiasm for its warm, trustworthy aesthetic. The visual language created an emotional bridge between employers and potential caregivers, helping to convey safety, ease, and credibility from the first interaction.

Project Type: Brand Identity + Website Design
Role: Senior Brand Designer & Identity Lead

We were commissioned to develop a trusted digital platform for hiring domestic staff. The client envisioned a website that would help families find dependable, professional caregivers through a safe, intuitive interface. Our goal was to craft an identity that felt warm, human, and secure.

The emotional stakes were high. We needed to create a brand that balanced trust and professionalism with empathy and warmth. The identity had to feel personal enough for families, yet structured and polished enough to instill confidence in the recruitment process.

I led the brand discovery and design process, developing the logo, core identity system, and foundational UI styling. This included:

Logo concept and refinement
Brand color palette and typography system
Moodboard and tone-of-voice definition
Collaborating on key page layouts and visual tone for the website
Initiating social media conversations with strong brand assets and communications

The brand launched as part of a pilot internal rollout and was met with enthusiasm for its warm, trustworthy aesthetic. The visual language created an emotional bridge between employers and potential caregivers, helping to convey safety, ease, and credibility from the first interaction.

Logo Designs

Lucky Mud Farm challenged me to create a captivating logo with a simple, rustic vintage vibe that breaks away from clichéd farm designs, seeking a unique and memorable outline style without heavy detailing. The client envisioned a one-of-a-kind mark that reflects their identity, sparking curiosity while keeping the design simple and vintage-inspired.

I delivered an intriguing logo featuring a lady’s face where a whimsical mushroom forms her nose and crowns her head as hair, blending rustic elegance with a playful organic twist to reflect their earthy, organic ethos,. Paired with clean, bold typography and delicate outline work, this design offers a fresh, identifiable look that stands out in the simplest yet most enchanting way.

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