01Travel insurance · Product & creative direction
Designing clarity into insurance
A purchase journey rebuilt around the decisions travellers actually make
Context and transformation
Insurance asks people to make consequential choices in language they do not use. The work started in research: watching where the purchase broke down, then rebuilding the journey around the small number of decisions that genuinely change cover. Creative direction, identity and product design ran together, through implementation, so the designed experience survived the build.
From a form that had to be endured into a decision people can make with confidence
Design system and product experience
Where the journey broke
Research mapped the real friction before anything was redrawn — the original branching process, the journey rebuilt as one path, and the shift from purchase flow to product ecosystem
Brand elements
Logo, card, palette, typography and photography as they run on passportcard.com today.
Logo
Card
Colours
Typography
Montserrat
One geometric sans across the whole system. Headings set uppercase, body sentence case.
Your cross-border health insurance
Pack a hero when…
Health insurance that's as mobile as you are.
Images
Raising a family abroad 
Study abroad 
Planning a vacation 
Working abroad 
Global citizen
Across devices
Current lens
Today I would keep the same discipline and add a language layer: an assistant that answers cover questions in the traveller's own words, shows which clause it is reading from, and hands over to a person the moment the question becomes a claim. The journey would stay the source of truth — the assistant explains it, it does not replace it.