Taxi Studio balances trust and play in Yoloh rebrand
Taxi Studio has created a new visual and verbal identity for smart insurance platform Yoloh.
The start-up, which currently offers home and car insurance, has adopted a new brand built around the idea of “dejumbling insurance” and its team credits the rebrand with a 10-fold surge in its valuation, leading to seed funding from investors across Europe, the Middle East and the US.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/01.Yoloh_Intro.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/01.Yoloh_Intro.mp4
CMO Manish Bhatt had previously worked with the Bristol-based studio on the Airbus rebrand, and he saw a similar opportunity to shake up a conservative industry.
“I have no insurance experience,” Bhatt explains, “so the idea was that Taxi and I could both come to this with a fresh perspective, to add value and create a brand that’s going to make a lasting impact.”
The company had previously been called Smartsurance, and originally the founders wanted to change the name to Yolo, to reflect its mission to “to ensure people spend time living, not form-filling.”
But having been quoted $15million to buy the website domain, they landed instead on Yoloh (the extra letter stands for happiness).
The old identity had been built around a dog mascot called Simba.
Bhatt pointed out that they may well get a lawsuit from Disney if they persisted with that character, and, given that animals are a common visual trope in the sector, he convinced them that they needed to do something different.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/04.-TaxiStudio_Typefaces.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/04.-TaxiStudio_Typefaces.mp4
“We wanted to disrupt the industry,” Bhatt explains.
“Insurance is historically seen as a tax, so how could we flip that narrative around, and build a brand that can scale and resonate? We are trying to innovate, and so the new identity had to reflect that.”
For Martin Fresle, Taxi’s associate creative director, the idea of dejumbling insurance – a world most people find complex and confusing – was the perfect foundation on which to build the identity.
The team knew early on that they wanted to inject more playfulness, but they were also conscious that people feel very seriously about their finances.
“You can only disrupt to a certain point,” Fresle says.
“We had to be credible and trustworthy, and not make it seem too out-there.”
Another challenge was the very broad target audience.
Yoloh wants to build a multi-generational client base, from young people saving for their first home, to older people planning their retirement, and there is also a B2B market of banks and other lenders that are onboarded onto the platform.
Starting with the brandmark, Taxi turned Yoloh into an ambigram, with the first ‘y’ and the final ‘h’ mirroring each other, so it can be read both ways, and flipped round in its motion design form.
This was accompanied with the strapline, “Making life easier, whichever way you look at it.”
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/07.-TaxiStudio_Yoloh_Andi_Hands.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/07.-TaxiStudio_Yoloh_Andi_Hands.mp4
Taxi also created Andi, a four-fingered hand that interacts with the other visual assets to, “make complex insurance terms and concepts easier to understand.”
“Andi was designed to add that human touch,” Fresle explains.
“That’s really lacking across other insurance providers and big banks, who use a lot of stock imagery.”
Both the typography and the colour palette were chosen to balance trust and playfulness.
For the fonts, Jokker bought a more serious sensibility while Bunch Bold added what Fresle calls “a curvy fluid bounce” that mirrors Andi’s angles.
And the navy blue much used in the financial industries is offset with pops of brighter colours.
Another challenge was to create an identity that could still convey its personality in the scaled-down space of an app, which is where most people would encounter it.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/11.TaxiStudio_Yoloh_IphoneUX.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/11.TaxiStudio_Yoloh_IphoneUX.mp4
Language played a big part in maximising the new brand’s impact.
Taxi worked with brand writer Nick Carson to create a “warm, witty, and accessible tone of voice” in keeping with its mission.
Working with start-ups can have its challenges, but Fresle says the pace of decision-making and direct access to key people makes these collaborations particularly dynamic.
And for Bhatt, the new brand has already proved its worth in driving clear financial impact.
He draws a very direct line between the identity and the company’s recent seed investment.
“Securing seed funding was a pivotal moment for Yoloh, and our new brand identity played a key role in getting us there.
Taxi Studio didn’t just give us a brand, they gave us a bold, ownable story that helped investors instantly ‘get’ what we’re about.
“Now we are able to take this brand and scale it to any market around the world, which is very exciting,” he says.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/05.TaxiStudio_Yoloh_Logo.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/05.TaxiStudio_Yoloh_Logo.mp4
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/10.TaxiStudio_Yoloh_Icons-and-phone.mp4" style="color: #0066cc;">https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/10.TaxiStudio_Yoloh_Icons-and-phone.mp4
Source: https://www.designweek.co.uk/taxi-studio-balances-trust-and-play-in-yoloh-rebrand/" style="color: #0066cc;">https://www.designweek.co.uk/taxi-studio-balances-trust-and-play-in-yoloh-rebrand/
#taxi #studio #balances #trust #and #play #yoloh #rebrand
Taxi Studio balances trust and play in Yoloh rebrand
Taxi Studio has created a new visual and verbal identity for smart insurance platform Yoloh.
The start-up, which currently offers home and car insurance, has adopted a new brand built around the idea of “dejumbling insurance” and its team credits the rebrand with a 10-fold surge in its valuation, leading to seed funding from investors across Europe, the Middle East and the US.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/01.Yoloh_Intro.mp4
CMO Manish Bhatt had previously worked with the Bristol-based studio on the Airbus rebrand, and he saw a similar opportunity to shake up a conservative industry.
“I have no insurance experience,” Bhatt explains, “so the idea was that Taxi and I could both come to this with a fresh perspective, to add value and create a brand that’s going to make a lasting impact.”
The company had previously been called Smartsurance, and originally the founders wanted to change the name to Yolo, to reflect its mission to “to ensure people spend time living, not form-filling.”
But having been quoted $15million to buy the website domain, they landed instead on Yoloh (the extra letter stands for happiness).
The old identity had been built around a dog mascot called Simba.
Bhatt pointed out that they may well get a lawsuit from Disney if they persisted with that character, and, given that animals are a common visual trope in the sector, he convinced them that they needed to do something different.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/04.-TaxiStudio_Typefaces.mp4
“We wanted to disrupt the industry,” Bhatt explains.
“Insurance is historically seen as a tax, so how could we flip that narrative around, and build a brand that can scale and resonate? We are trying to innovate, and so the new identity had to reflect that.”
For Martin Fresle, Taxi’s associate creative director, the idea of dejumbling insurance – a world most people find complex and confusing – was the perfect foundation on which to build the identity.
The team knew early on that they wanted to inject more playfulness, but they were also conscious that people feel very seriously about their finances.
“You can only disrupt to a certain point,” Fresle says.
“We had to be credible and trustworthy, and not make it seem too out-there.”
Another challenge was the very broad target audience.
Yoloh wants to build a multi-generational client base, from young people saving for their first home, to older people planning their retirement, and there is also a B2B market of banks and other lenders that are onboarded onto the platform.
Starting with the brandmark, Taxi turned Yoloh into an ambigram, with the first ‘y’ and the final ‘h’ mirroring each other, so it can be read both ways, and flipped round in its motion design form.
This was accompanied with the strapline, “Making life easier, whichever way you look at it.”
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/07.-TaxiStudio_Yoloh_Andi_Hands.mp4
Taxi also created Andi, a four-fingered hand that interacts with the other visual assets to, “make complex insurance terms and concepts easier to understand.”
“Andi was designed to add that human touch,” Fresle explains.
“That’s really lacking across other insurance providers and big banks, who use a lot of stock imagery.”
Both the typography and the colour palette were chosen to balance trust and playfulness.
For the fonts, Jokker bought a more serious sensibility while Bunch Bold added what Fresle calls “a curvy fluid bounce” that mirrors Andi’s angles.
And the navy blue much used in the financial industries is offset with pops of brighter colours.
Another challenge was to create an identity that could still convey its personality in the scaled-down space of an app, which is where most people would encounter it.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/11.TaxiStudio_Yoloh_IphoneUX.mp4
Language played a big part in maximising the new brand’s impact.
Taxi worked with brand writer Nick Carson to create a “warm, witty, and accessible tone of voice” in keeping with its mission.
Working with start-ups can have its challenges, but Fresle says the pace of decision-making and direct access to key people makes these collaborations particularly dynamic.
And for Bhatt, the new brand has already proved its worth in driving clear financial impact.
He draws a very direct line between the identity and the company’s recent seed investment.
“Securing seed funding was a pivotal moment for Yoloh, and our new brand identity played a key role in getting us there.
Taxi Studio didn’t just give us a brand, they gave us a bold, ownable story that helped investors instantly ‘get’ what we’re about.
“Now we are able to take this brand and scale it to any market around the world, which is very exciting,” he says.
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/05.TaxiStudio_Yoloh_Logo.mp4
https://d3faj0w6aqatyx.cloudfront.net/uploads/2025/05/10.TaxiStudio_Yoloh_Icons-and-phone.mp4
Source: https://www.designweek.co.uk/taxi-studio-balances-trust-and-play-in-yoloh-rebrand/
#taxi #studio #balances #trust #and #play #yoloh #rebrand
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