Skid - Auto Insurance

Skid Auto Insurance is a budget-friendly auto insurance provider specializing in coverage for old vehicles as well as drivers with a less-than-perfect driving record, or those who have experienced lapses in insurance. Understanding that not all drivers have a flawless history, Skid Auto Insurance offers flexible and affordable policies to help individuals get back on the road with confidence. For Skid Auto Insurance, I developed a brand identity and illustration system designed to de-stigmatize the "less-than-perfect" driving record. Targeting a young adult demographic, I pivoted away from the sterile, corporate aesthetic typical of the insurance sector in favor of a raw, hand-drawn illustration style. By pairing gritty depictions of older car models in mid-mishap with elegant serif typography, I created a visual tension that feels both sophisticated and empathetic. The creative direction anchored by slogans like "It's okay if you're okay" shifts the focus from the technicality of the accident to the well-being of the driver. The result is a budget-friendly brand that feels like a supportive peer rather than a rigid institution, offering a sense of calm and confidence to those navigating insurance lapses or road mishaps.