Problem
Embrace Pet Insurance is a national provider of personalized health coverage for dogs and cats. While the company had built strong brand recognition, especially through its signature purple, its visual identity no longer reflected its modern and customer-focused values. As the pet insurance market continued to grow and evolve, Embrace needed a refreshed identity that would help it stand out and better connect with today’s pet owners.

Solution
In collaboration with the internal marketing team, I led a comprehensive brand refresh that honored Embrace’s existing brand recognition while evolving its visual presence. The signature purple was refined to retain brand equity, and a new sans-serif wordmark was introduced to reflect a more contemporary, approachable tone. The redesigned logo features rotated lowercase “e’s” that create a subtle visual "embrace" of the interior letters which reinforces the brand’s caring mission. To further express the balance between professionalism and warmth, the identity system combines authentic pet photography with playful copy to capture both the seriousness of insurance and the everyday joy of pet companionship.