Betterfly2024

Project InformationBy rewarding people’s positive habits, Betterfly is transforming insurance from a product we use when things go wrong, into something that companies can use to protect their workforce. This relationship empowers each person to build a better everyday for themselves—and a better world for everyone. Betterfly’s purpose can be articulated as “turning habits into waves of positive change;” this is what we call The Betterfly Effect. Small actions create a big impact.
A central part of the experience, Betterfly’s product is a comprehensive digital platform with a lot to offer to both businesses and users. However, the main environment where their impact is felt is within the everyday lives of people. This hints at the complexity of the challenge and our holistic approach: to create a fun and engaging digital journey, while making sure its primary role is to encourage real-life action and build positive habits.

Personalization

Personalization is key to everything Betterfly does, so to reflect this deeply customizable offering, the brand feels personal and relatable in the way it looks and talks. It acknowledges that wellbeing means different things for different people with messaging that comforts as well as encourages, a graphic system that reflects human energy, and an avatar that captivates while leading by example.

Gamification

Through each step of a gamified journey, users collect tokens and rewards visualized as vibrant in-app currencies. With these, they can keep track of their progress and perks, see how well they’re protected, how much they can contribute to causes they care about, and how big of an impact they’ve already had in the world.

Illustrations

We created a collection of charismatic illustrations representing ten wellbeing pillars which cover themes like nutrition, gratitude, finance, relationships, dreams, and education, among others. These help educate users on the different ways they can take care of themselves, but also appear on the journey landscape as a record of their achievements.

Buddy

To facilitate the journey and further elevate the user experience, we created Buddy: an avatar that offers guidance and encouragement to users through every step of the way.  Protected by an adaptable energy bubble that draws from the core brand’s graphic behaviors, Buddy is the face of the Betterfly digital experience. Buddy plays a key role in creating a visual connection between the app experience and the larger brand identity ecosystem.

Credits

StudioDesignStudio

TeamCreative Director: Alexis Sellal
Client Services: Rachel Honigman
Design Director: Filipe Peregrino
Design: Tyler Eldridge, Adrian Lee
Motion: Bekki Leahy

RoleSenior Designer, Illustrator