Jenny Life
Life insurance simplified

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We modernized a brand experience for millennial mothers acquiring life insurance

The Challenge

A team of seasoned entrepreneurs approached Fresh to design a completely new brand experience for an underserved market in the life insurance industry: millennial moms. The founders of Jenny Life sought to modernize the traditional life insurance buying process for a niche population in need of seamless UX.

Our Solution

We researched and created a unified user persona representing Jenny Life’s target customer, ensuring that empathy for the end-user supported every design decision. With our protagonist in mind, we facilitated and delivered a new Jenny Life brand. From a frictionless mobile experience to help moms on the go to the visual collateral prospective customers see in Jenny Life’s various touch points, we provided creative and strategic consultation end-to-end.

Key Contributors

Aravind Ravi
Aravind Ravi
Maximillian West
Maximillian West
Amber Franz
Amber Franz
Mikalai Andreyanau
Mikalai Andreyanau
Bryan Palmer
Bryan Palmer
Kelly Nibley
Kelly Nibley
Jeff Bick
Jeff Bick
Mariana Araújo
Mariana Araújo
Eunice Do
Eunice Do
Mark Nader
Mark Nader
Raymond Luu
Raymond Luu
Jessie Cunningham
Jessie Cunningham
Jamie Malsam
Jamie Malsam
Teage Christensen
Teage Christensen
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Positioning millennial moms front and center

The Jenny Life symbol is heroic and caring: a guardian angel for an underserved population. In addition to creating the Jenny Life logo and brand guidelines, we extended the brand across every place a user interacts with the company, reinforcing Jenny’s identity.

Targeted ads and the digital landing page drive users to download the app and start the quick and easy insurance acquisition process, guided by a trustworthy ally at every step.

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“Life, uncomplicated”

We kept the Jenny Life tagline in mind throughout the design process. Given that acquiring insurance can be tedious and confusing, our goal was simplicity and ease-of-use.

Research into best practices for online forms and wizards allowed us to create UX and UI that were modern, and most importantly, streamlined. The emphasis is on allowing moms to do what they love rather than spending time with an often discouraging process. The new experience creates a fast and easy way for moms to obtain quality life insurance with minimal steps and roadblocks.

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