We were approached by two young people who wanted to start an insurance firm with a difference. Typically insurance in India is difficult to navigate. The industry is composed of either legacy government insurance companies that have existed for many years and have not evolved; or private insurance companies that are evolving at a slow pace.

The intent here was to conceptualise an identity that instantly feels relatable and positions the service as being effortless.

The name Glide was proposed and the identity reflects how smoothly you can navigate the service. A fresh green colour also sets a friendly tone for the brand.