ROOT 

This new tech startup was set out to COMPLETELY disrupt the insurance industry (and not the overused buzzword "disrupt" like everyone throws around so freely, they were seriously doing it differently and pissing off the big guys. I have stories.). They had a mission, they had a genius app and they had compelling WHY. We helped them flesh it out, build a strategy and formulate a positioning. As well as an identity.

Where They Settled.

This was a very challenging project. The original founders disagreed and the focus shifted frequently. Oh, and at the last second, a company in the UK made it so that we weren't comfortable going with the name we landed on (Carrot), so I had to retro fit a name into a logo. But, it all worked out. This app picks up your driving habits and proves how safe (or not) of a driver you are. Then only charges you rates based on your driving behavior, not the average of everyone else. They get down to the ROOT of your habits and behaviors.