Ethos Life

Unpacking the strategy, story, and design language
for a transparent, authentic, and inclusive pillar within
the life insurance space.

Responsibilities
Art Direction/Design

Designers
Julia Doan   
Maverick Garces

In the past year, we went from a company of 40 in San Francisco to a team of 100+ across 3 cities, providing services in nearly all of the United States.

Our old brand didn’t match with how we saw ourselves, and more importantly, how our customers saw us. The experience felt “like a start-up,” from visual brand to marketing, digital products to physical spaces—it felt removed from the undaunted warmth Ethos maintained internally. We used filler language that didn’t reflect how our members talked about us. We care deeply about the quality of our policyholders’ experience, and took some time to reflect on the story we wanted to tell.

It was time for a change. The design team, along with the company’s leadership, Character’s stewardship, and several other team members along the way, embarked on a journey of self-discovery resulting in a shiny new brand for Ethos.