When INSTANDA approached Creative Fire, it was (and still is) a brand with big ambitions to disrupt the insurance market. As a digital engagement, distribution, and underwriting platform, it had an incredible message to relay. But this was getting lost within a sea of complex imagery and content.

INSTANDA’s proposition is simple. As a SaaS solution, it enables anyone within insurance to bring insurance products to market within days rather than months. There is no coding knowledge required, yet the software provides incredible flexibility with embedded underwriting rules.

INSTANDA urgently needed two things; a new strapline that explained its proposition and a complete website re-design, with usability and the customer-journey at the centre.


Our first step was to revisit the INSTANDA’s core brand messaging and come up with a strapline that would resonate with its many customers worldwide.

We held a brand messaging workshop with their CMO, narrowing down the messaging to three possibilities – all centred on the speed to market, ease of use and technical capability.

After presenting the options to senior management and gauging the response from other members of the team, Insurance. Technology. Decoded was settled on and the brand refreshed.

Once we had sign-off on the new brand, we created brand guidelines, including style guides, brand aspirations and tone of voice.

Having this in-depth understanding and input into the brand, made our job of creating an engaging, bold, yet simplified website easier. We had a tight timescale to create the first stage of the INSTANDA website – 6 weeks to be precise. This included customer journey mapping, exploring different design concepts, wireframing, content creation and website development.

We’re delighted to say that we not only reached the deadline, we exceeded all expectations. We have since created a refreshed version of the website and are constantly evolving elements at the request of INSTANDA’s marketing manager.

In a way, we act as brand custodians for INSTANDA – creating marketing materials from events graphics through to whitepapers, social content and more, working collaboratively with other partners to create a truly powerful brand experience.

INSTANDA Whitepaper 2