Bomapp Brand Identity Design by Taiyoon Lee

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DESIGN DETAILS
DESIGN NAME:
Bomapp

PRIMARY FUNCTION:
Brand Identity Design

INSPIRATION:
Bomapp is an insurtech startup that aims to provide solutions for information asymmetry of insurance market, which is causing consumer distrust and inconvenience. By using Bomapp, a mobile distribution platform for insurance policy, people can easily purchase and check policies. Bomapp's Easy Claim makes claiming much easier by reducing the entire process by half. As a new player in the world's 7th largest insurance market, the message of trust, smart, innovation, and understanding along with

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Bomapp brand name is a combination of “boheom(insurance in Korean language) and “map”. Symbol, motif graphics, and overall design conveys the image of "embrace", further strengthening the brand's identity. Bomapp’s logotype includes the letter “B”, which is meticulously designed to reflect golden ratio. We used mathematically accurate design to convey the image of trust and professionalism, which are the core value of insurance industry. Also, the initial letter symbol “B” implicitly carries the brand’s essence.

OPERATION / FLOW / INTERACTION:
Bomapp logo implies the brand's design concept and core value. The symbol conveys the idea of embracing everyday life. Combined with the brand name "Bomapp", the symbol conveys Bomapp's brand image by using combined logo as means of communication.

PROJECT DURATION AND LOCATION:
10.01.2019 - 09.04.2020 / Seoul, Korea

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Bomapp has been delivering its services including B2C, B2B, and other lines of businesses to its users through APP, PC-web, and offline media channels. We visualized Bomapp's new value and experience for users in order to provide consistent brand experience in terms of brand communication.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The logo was designed in a combination with the Bomapp symbol, while being deployed in a single color of blue or white depending on the background. The symbol is used independently, while delivering the brand's identity through the combination with objets. The dimension of the basic form logo with a symbol was set out to be 7mm, with a minimum resolution of 72 dpi.

TAGS:
Bomapp , insurance, finance, branding

RESEARCH ABSTRACT:
Starting from the goal of tackling information asymmetry and achieving information accessibility, Bomapp aims to offer a BX that embraces each user's everyday experience. To that end, we provide new value and experience by getting closer to customer's daily life, explore uncharted service territories to rebuild consumer trust on insurance, and become a digital insurance platform of the future.

CHALLENGE:
Intuitive representation of brand design with three keywords; simple, friendly, and smart. Making complex process easier to understand, while mitigating consumers' negative perception against insurance by maintaining kind tone and manner. To disperse the new design internally, we made guidelines for marketing, PR, and partnership department respectively to help them deliver the new design with consistency.

ADDED DATE:
2020-02-18 10:11:29

TEAM MEMBERS (1) :
Creative Director: Taiyoon Lee, BX Designer: Juhee Kim, Kyunghee Kim, CEO : JoonWoo Ryu, Vice-president : Okkyun Kim

IMAGE CREDITS:
Taiyoon Lee, 2019.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Bomapp

PROFILE:
To solve information asymmetry of insurance industry, Bomapp developed a system where users can check their insurance contract information all at once. In addition, we enhanced consumer convenience by implementing the one-stop claim service in our app. In addition to our existing insurance contract information check and insurance claim service, now we offer a system where users can purchase car insurance, travel insurance, pet insurance, and other lifestyle insurances without any help of agents. From purchase to claim, consumers can enjoy one-stop service with Bomapp. We are disrupting distribution structure of insurance market to provide more convenient and affordable insurance to consumers. Also, Bomapp provides health analytics, insurance diagnostics, and other services that can provide information to help our users’ insurance purchase. As a new distribution channel, Bomapp is leading digital innovation in insurance market. Now, insurance has become easy and convenient with Bomapp.

NOMINATION DETAILS

Bomapp Brand Identity Design by Taiyoon Lee is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Bomapp Brand Identity Design by Taiyoon Lee is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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