CLARK UK · 2025–Present
The rebrand pursued three core objectives: departing from traditional insurance visual language, introducing warmth and optimism to the customer experience, and capturing the genuine complexity of modern women's lives.
The palette shifted toward uplifting and confident tones, moving away from softer pastels. The design team employed Midjourney to generate abstract 3D forms — adding texture and a forward-looking aesthetic that no competitor in the space was using.
Photography showcased women across all life stages — careers, homeownership, family planning — emphasising authenticity over convention.
Every icon in the Polly ecosystem was generated using a custom Midjourney workflow — creating a consistent, brand-native visual language across the app and marketing materials without a single stock asset.
A range of concepts — A/B tested across audiences, formats and funnel stages. From lifestyle acquisition and price-anchoring to insight-led emotional hooks and product-benefit messaging.
A monthly video and audio podcast produced with Earworm — holding space for honest, human conversations about life, independence, and facing the unexpected. Built to make financial protection feel relevant to younger audiences through emotionally resonant storytelling rather than advertising.
The pilot was extended to a 12-month production cycle after Episode 1 performance exceeded expectations. Cost per lead came in well below target. Social engagement surpassed benchmarks across every metric.
Phase 1 delivered in two months: a full brand system built through a cross-functional effort uniting brand, design, product, and engineering — sprint-based, AI-assisted, and built to scale.
Phase 2 is ongoing: performance creative, organic social, and a branded podcast producing 22+ clips per episode — with cost per lead consistently below target and 1M+ views generated.
Polly launched with a clear identity and has grown into a fully operational marketing machine — brand, performance, and content all working together toward the same goal: making life insurance feel genuinely relevant to women.
The AI-powered production system means campaigns, new formats, and new markets can move fast — without rebuilding from scratch. The work continues.
