We were approached by two young founders with a vision to reimagine the insurance experience in India. Traditionally, the insurance sector here has been complex and difficult to navigate—dominated either by long-standing public sector institutions that haven’t evolved, or private players that are slow to adapt.

The goal was to develop a brand identity that felt instantly relatable, contemporary, and communicated effortless service.

We proposed the name Glide—a word that evokes smoothness, ease, and confidence. The visual identity builds on this idea, reflecting the simplicity and fluidity of the user experience. A fresh green palette was chosen to reinforce the brand’s approachable, friendly, and modern personality.