Amica, a veteran of the U.S. insurance industry, wanted to expand its brand beyond the Northeast market, where gimmicks often overshadow real value. In collaboration with Mother Design, they focused on two main goals: awareness and development. The collaboration culminated in the creation of an identity system centered around “Empathy,” as summarized in the slogan “Empathy is our best policy.”
Key elements include a redesigned wordmark with a suggested infinity loop in the letter "A", symbolizing enduring relationships. The "turquoise thread" in the color palette differs from the industry-standard reds and blues, introducing modernity and diversity. Typography uses Amica Rhymes and Aperçu to emphasize design principles of clarity, accessibility and focus.
These changes positioned Amica as an aspiring alternative in a distrustful sector, emphasizing the brand's basic asset: empathy.