Senior Brand & Experience Designer
Agency: Re
When Youi launched in 2008, they didn’t set out to be just another insurer. In a category full of corporate speak and oh-so-much shouting, they were refreshingly real. Putting customers first set Youi apart—and it’s stayed at the heart of the business ever since.
But over time, that wasn’t always reflected in their brand.
Youi needed their brand to feel more real and human, just like their ethos. The goal? To put the customer back at the centre of the conversation.
Our aim was simple: bring a sense of optimism, energy, and ‘you-shaped’ insurance to the forefront. We set out to help Youi become the most trusted insurer in the country, by connecting with the people they really cared about: everyday Aussies.
It was time to shift from a campaign-led approach to a brand-led one. And infuse all of it with more warmth, developing a distinctly ‘Youi’ tone of voice that felt upfront and authentic.
There's nothing abstract about it—you are at the centre of Youi. So our logo becomes a lens device, a way for every customer to feel seen.
With this, we reimagined an existing asset and brought it to life. It’s no longer just a logo, it informs the entire brand system—holding typography, photography, and helping bring focus to different elements.
The lens device is dynamic, responsive, and constantly adapting. Just like Youi, it’s built around you and your needs. And it keeps people at the heart of everything we do.
With Youi’s pared-back, black-and-white identity, our photography played a vital role in storytelling—bringing much-needed warmth and vibrancy to the brand.
Our images capture an authentic slice of Australian life. That meant depicting Aussies in authentic and candid moments—not staged or posed, but showing real people in their everyday world.
Natural, Aussie sunlight adds warmth, while diverse casting ensures we’re reflecting a modern Australia. No matter who they are, people can see themselves in the brand.
In an insurance world that can often feel overwhelming, simplicity goes a long way. So we developed ‘cluster devices’ to form a key part of our brand system. Inspired by the Youi logo, these shapes help organise info like product and price in a way that’s transparent and easy to understand.
Youi's typeface needed to be accessible, digital-first, and legible at all sizes—from OOH billboards to long-form documents.
But it also needed to capture Youi’s distinct personality. So we engaged type foundry Displaay to create a custom version of their typeface Fellix, adding quirk to select letters—like a characterful kick on our Q and R, and rounded lowercase letters to match our wordmark. The outcome? A font that feels friendly, approachable, and unmistakably Youi.
We developed a motion language for Youi that doesn’t feel uniform, but full of character—just like their customers.
A unique, non-linear motion curve underpins all movement in the brand, from how our lens device appears to our logo, photography, and even the way typography animates.
The curve gives us a sense of a brand that’s fluid, dynamic, and genuine. It moves with you, and feels full of personality.
To bring Youi’s personality to life, we collaborated with Resonance; the sonic logo was matched to our non-linear ‘motion curve’—putting the way the brand moved and sounded perfectly in sync.
The brand anthem builds on this, layering elements that match Youi’s conversational tone. The symphony comes to life with live musicians, rhythmic call-and-response, hand-claps, clicks, and vocals — all adding warmth and a distinctly human feel.
The result? A sonic world that feels like you can fit right in. It’s refreshingly real, and designed to cut through the category noise.
Youi launched the brand refresh with a new campaign, inviting Australians to get insurance that’s ‘a bit more you-shaped’.
Insurance advertising is often defined by hyperbole and fiction. Youi stands apart by being refreshingly real, with relatable scenarios that illustrate how they lean in to understand their customers and what makes them tick, and how the cover they provide adds value to their everyday lives.
2024
Creative Director: Sumita Maharaj, Shannon Bell
Design: Nina Szewczyk, Michelle Mondel
3D and Motion: Tristan Miller, Fraser Dinsdale
Copy: Jack Anderson
Sonic Branding: Resonance
Typography Design: Displaay Foundry