Youi
What if insurance was a little more you-shaped?
When Youi launched in 2008, they didn’t set out to be just another insurer. In a category full of corporate speak and oh-so-much shouting, they were refreshingly real. Putting customers first set Youi apart, and it’s stayed at the heart of the business ever since.
We set out to help Youi become the most trusted insurer in the country, by connecting with the everyday Aussies at the heart of their business. Our aim was simple: shift Youi from a campaign-led approach to a brand-led one, giving it a sense of optimism and making it feel more ‘you-shaped’.
Services:
Brand strategy, identity, sonic design, art direction, typography design
Feel seen
There's nothing abstract about it—you are at the centre of Youi. The logo becomes a lens device, a way for every customer to feel seen.
With this, we reimagined an existing asset and brought it to life. It’s no longer just a logo, it informs the entire brand system—holding typography, photography, and helping bring focus to different elements. It’s dynamic, responsive, and constantly adapting. Just like Youi, it’s built around you and your needs.
And in an insurance world that can often feel overwhelming, simplicity goes a long way. So the system also helps organise info like product and price in a way that’s transparent and easy to understand.
Refreshingly real
With Youi’s pared-back, black-and-white identity, photography plays a vital role in storytelling—bringing much-needed warmth and vibrancy to the brand. It captures an authentic slice of Australian life. The subjects are depicted in candid moments—not staged or posed, but showing real people in their everyday world.
Natural, Aussie sunlight adds warmth, while diverse casting makes sure we’re reflecting a modern Australia. No matter who you are, you can see yourself in the brand.
Youi sans
Youi's typeface needed to be accessible, digital-first, and legible at all sizes—from OOH billboards to long-form documents.
But it also needed to capture Youi’s distinct personality. So we engaged type foundry Displaay to create a custom version of their typeface Fellix, then adding quirks to select letters—like a characterful kick on the Q and R, and rounded lowercase letters to match the wordmark. The outcome? A font that feels friendly, approachable, and unmistakably Youi.
Personality in motion
A unique, non-linear motion curve underpins all movement in the brand, from how the lens device appears to the way the logo, photography, and even typography animates.
The curve gives us a sense of a brand that’s fluid, dynamic, and genuine. It gives Youi a motion language that doesn’t feel uniform, but full of genuine character—just like their customers.
What does that ‘sound’ like?
We teamed up with specialist sonic branding agency Resonance to bring Youi to life through sound. By matching the sonic logo to the non-linear ‘motion curve’, the way the brand moves and the way it sounds are perfectly in sync.
The brand anthem builds on this, layering elements that match Youi’s conversational tone. The symphony comes to life with live musicians, rhythmic call-and-response, hand-claps, clicks, and vocals — all adding warmth and a distinctly human feel. It creates a deeply human sonic world that cuts through the category noise.
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Credits
Sonic branding
Resonance
Typography
Displaay Foundry