CLARK UK · 2025–Present · Brand Identity
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Deep blues paired with punchy reds for recognisability and emotional impact. Refined, italicised typography — Garnett Semibold Italic — to convey urgency and movement, making every word feel deliberate.
Cinematic, emotionally resonant imagery. AI-assisted visuals via Midjourney. A digital presence that is streamlined, responsive, and grounded in TOM's brand voice — clear, direct, purpose-driven.
The rebrand delivered a full brand guideline system — colour palette, typography, iconography, and tone of voice — built to scale across product, marketing, and content channels.
Not all heroes wear capes. Some carry kids on their shoulders — always showing up, always protecting.
A range of distinct creative concepts — bold brand statements, price-anchoring comparisons, urgency-led price-lock ads, direct-response feature ads, native chat formats, lifestyle flat lays and cultural partnership activations.
Each concept captures a different mindset and moment, tested across audience segments and placements to perform at every stage of the funnel while staying firmly on brand.
From the sharp provocation of "Insurance that works for you, not against you" to the relatable precision of "£5/month vs £100k cover" — TOM's paid creative speaks in the language of modern men.
TOM's first fully branded film — a cultural partnership with Matchroom Sports that reframes protection beyond the ring, the oche and the table, and marked the brand's move into video for paid social.
Built for the ones who lie awake thinking about everyone else. This is more than insurance — it's reassurance for the ones who carry others.
Every icon in the TOM ecosystem was generated using a bespoke AI workflow — delivering a consistent, brand-native visual language across the app and marketing materials at scale.
The rebrand united brand, design, product, and development teams under a sprint-based delivery model — with design lead Luca Steiler overseeing the digital execution.
AI-assisted production across icons, imagery, and content assets reduced iteration time and enabled a faster, higher-quality output than traditional production workflows would allow.
With the rebrand established, the focus shifts to scaling the identity across the TOM app, CRM, and customer-facing pathways — ensuring every touchpoint delivers the same clarity, strength, and emotional resonance.
The AI-powered production system means new content, new markets, and new channels can be served without rebuilding from scratch.