When’s the last time you thought about life insurance? No one purchases life insurance until they have to, and the industry is full of the same boring stock imagery, generic names, and forgettable platitudes.

Everly is on a mission to change that by fixing the biggest problem with life insurance: it’s only good when you’re dead. By creating a savings program that earns interest customers can borrow against, it’s a first-of-its-kind product that can actually be used while living.

The challenge? Getting Millennials to come face-to-face with their own inevitable mortality. Everly needed to jettison their generic branding and outsmart the competition with a brand that embraced death rather than feared it.

We introduced Grimmy™, our version of the Grim Reaper who served as a helpful guide to Everly’s benefits. Rather than being a mysterious representation of the unknown (much like traditional Life Insurance if you think about it), he helpfully showed how to make the most of, well, life.

To accompany this, we created a storybook-inspired aesthetic that we brought to Everly’s redesigned website, setting them apart from the generic, boring stock photos that dominate the category.

As a direct-to-consumer brand, it was important that we maintain a clear user interface, and that customers had a class-leading, well-designed dashboard that scaled across desktop and mobile user experiences.