DesignStudio’s identity for digital insurance start-up Getsafe embraces ‘happy accidents’

Getsafe is a European insurance start-up that offers a fully-digital, app-based service. Their aim is to make insurance more accessible and understandable for under ’30s by stripping out any mind-numbing paperwork and incomprehensible contracts. Founders Christian Wiens and Marius Simon had overseen a number of rebrands since the company started in 2015 as a result of struggling to stand out in the oversaturated insurance market. In an attempt to get it right once and for all, they turned to international branding agency DesignStudio. Insurance exists because of risk, but typically, insurers avoid talking about it. DesignStudio decided to tackle this head-on by encouraging Getsafe to be more positive and straight-talking about the accidents that happen and the risks that people take. This birthed the concept of ‘happy accidents’: those moments when you make a mistake but it works out better in the end.