Person
Person

2025

Focus Insurance

Focus Auto Insurance simplifies and modernizes the insurance experience for non-standard customers. A fully digital platform revolutionizing how high-risk, non-standard customers navigate auto insurance by providing simple tools, transparent processes, and flexible solutions tailored to their needs.

Focus Auto Insurance simplifies and modernizes the insurance experience for non-standard customers. A fully digital platform revolutionizing how high-risk, non-standard customers navigate auto insurance by providing simple tools, transparent processes, and flexible solutions tailored to their needs.

Branding

Landing Page

Marketing

Focus Auto Insurance

Digital first insurance solutions for the new age customer. A dependable service across various mediums.
A friendly approachable brand with personality.

Digital first insurance solutions for the new age customer. A dependable service across various mediums. A friendly approachable brand with personality.

Digital first insurance solutions for the new age customer.
A dependable service across various mediums. A friendly approachable brand with personality.

Prioritizing clarity and simplicity, ensuring accessibility to customers. Focus Insurance removes the complexity often associated with insurance and provide a clear, dependable service that meets the needs of a wide range of customers. In a market where many feel confused or excluded, we emphasize simplicity and reliability, ensuring customers feel secure and well-supported.

Mission

How does a B2B model legacy company leverage its experience into launching a new age Direct to consumer brand. To craft a unique brand identity and voice that resonates with the core audience.

Focus Auto Insurance operates as an independent agency and is supported by First Acceptance Insurance Company (FAIC), which provides underwriting expertise and manages all claims processing. While FAIC ensures backend reliability and compliance, Focus remains the sole customer-facing brand, leading all interactions and delivering a seamless, modern experience. This partnership enables Focus to deliver an innovative, customer-first experience while leveraging the expertise and operational strength of FAIC. 

Focus Auto Insurance operates as an independent agency and is supported by First Acceptance Insurance Company (FAIC), which provides underwriting expertise and manages all claims processing. While FAIC ensures backend reliability and compliance, Focus remains the sole customer-facing brand, leading all interactions and delivering a seamless, modern experience. This partnership enables Focus to deliver an innovative, customer-first experience while leveraging the expertise and operational strength of FAIC. 

Concept & Strategy

Building a strong brand presence is the competitive insurance market. A unique brand needs a unique voice. Designing a brand identity and brand mascot to add a human level of empathy and connection.

Focus Auto Insurance simplifies and modernizes auto insurance for non-standard customers by providing straightforward tools, transparent processes, and flexible solutions. The process of the mascot design leveraged using several AI tools to present the idea to the c-Suite as a concept, without the commitment of time to execute it. The concept resonated with the stakeholders

immediately to be further explored. The development of the mascot involved how we could turn the AI generated concept into our own. Adding more personality and character to it by evolving the art to a concept sketch and then to 3D model to produce future campaigns.