HUK24A strong brand becomes a strong system.

The Solution

To begin, we used our AI tool – BrandAnalysis – to analyze the existing brand identity and identified the key areas for action. Building on this, we completely redesigned the brand codes, thereby sharpening the overall brand perception. From the logo to color and typography to digital applications, we created a consistent brand system that gives HUK24 a more modern, digital, and distinctive look. The corporate design relaunch strengthens the company’s identity as a digital enterprise, increases brand recognition, and lays the foundation for more accessible, flexible brand management.

Design Principle

The »Tag« becomes the defining new brand code. Derived from the logo’s distinctive shape, it serves a wide variety of functions within the brand identity: It highlights content, provides orientation, structures interfaces, and adds striking accents to communications. The result is a design element that makes the brand recognizable far beyond the logo itself. It is complemented by a revised typography based on Figtree. Adapted character shapes and a softer design language improve readability and accessibility while giving HUK24 a more modern, digital, and friendly character.

Illustration System

The illustrations, too, were not conceived as a collection of individual motifs, but rather as a scalable system. Recurring basic elements, additional modules, and clear design principles enable a wide variety of applications—from small UI icons to seasonal expansions to large-format header motifs. Based on this approach, hundreds of illustrations were created that, despite their diversity, are unmistakably part of the HUK24 brand. The result is not just depictions of insurance benefits, but entire lifestyles that make HUK24 more relatable and reinforce the identity of a young, digital brand.

Website & Design System

As the most important touchpoint, the website became the platform for the consistent application of the new brand identity. We transformed the corporate design into a scalable design system and, at the same time, used the relaunch to further develop the navigation, information architecture, and selected UX components in a targeted manner. As a result, HUK24’s identity as a digital company is not only visually apparent but also shapes the digital brand experience. A brand portal based on Frontify documents components, rules, and design principles, laying the foundation for consistent brand management and continuous development.