HiRoad Brand Guidelines
HiRoad is a new, behavior-based auto insurance that rewards it's customers for smart driving habits. You download the app and control your monthly price based on how much and how well you drive. The smarter you drive, the more you save. Each month is a new opportunity to participate and earn more savings. Plus, you can use the app to get tips, tricks and challenges that will inspire you to be a more mindful driver on the road.
HiRoad's differentiation is maintained with their ability to continuously recognize and evolve their offerings to create a world where mindful living is rewarded.
HiRoad Brand Guidelines
Project Overview
One of my most rewarding projects to date was helping to redefine and expand the brand guidelines for HiRoad. Over the years, HiRoad’s brand had evolved across multiple areas—photography, illustration, voice and tone, graphic elements, and typography—resulting in a fragmented and inconsistent identity across internal and external campaigns and between marketing and product deliverables.
One of our high level objectives with this redesign was to consolidate, remove, organize, or enhance these assets, ultimately creating a cohesive and unified brand identity. This objective tied into an overarching mission to create a relatable and trustworthy offering that rewards positive actions. In addition creating awareness, brand engagement and differentiated positioning with our target audience.
The final guidelines introduced a new illustration style that replaced two inconsistent existing styles, ensuring a more modern and unified visual approach. We refreshed outdated graphic elements with updated designs that better aligned with the brand’s evolving vision, redefined the photography style, and established clear guidelines for logo specifications and usage. To further strengthen brand consistency, we included new categories for motion design, badges, and grid systems. These updates resulted in a polished, cohesive, and future-ready visual identity for HiRoad across all touchpoints.

Target Audience: Mindful Mobilites
These folks see themselves as change–agents. They thrive on self growth, because they enjoy learning and discovery. They value community for support and achieving their personal goals and want to offer the same guidance and help to others. They weigh pros and cons to ensure each new opportunity they pursue adds value and enhances their life. And they are driven by technology, with a preference for new and low cost providers.
HiRoad’s unique value proposition

My Role
In addition to contributing to the overall brainstorming, development, and implementation of the HiRoad brand guidelines, my individual responsibilities included designing and curating key chapters such as logo specifications and usage, color palette, typography, and grid system. I also developed and applied a clean, flexible layout template that served as the structure for the entire guidelines document.
Although the badges chapter in the guidelines document was compiled by another designer, I was responsible for updating the badge system to align with the new guidelines and ensure flexibility for future use. This included taking inventory of the existing badge library, expanding it with additional badges, applying the new color palette, introducing two new color ways, and creating a Figma component library for product/engineering implementation. Each color way (Graphite, Forest, and White) was carefully designed to match in color weight and contrast, ensuring functionality in greyscale or other specific use-case scenarios.
My responsibilities at a glance
• Logo specification and usage
• Color palette
• Typography
• Grid system
• Layout template for guidelines document
• Badge library design and development
Team
• Mike Henderson, Creative Director
• Jille Natalino, Associate Creative Director
• Chad Lott, Copywriter
• Grant Loving, Motion Designer
• Jessie Hsu, Designer/ Illustrator
• Myself, Designer
Sample Implementation
Instagram & HiRoad Blog

Email

HiRoad.com landing page

HiRoad "Road Trip for Good" Campaign
For this campaign, I developed key creative elements using HiRoad’s new illustration style and brand guidelines to ensure a cohesive and engaging brand experience. The "Road Trip for Good" program aimed to increase brand awareness and engagement across core channels, including web traffic, search volume, social media, and email subscribers.
The activation featured a custom HiRoad "Memory" game on large touchscreens, designed to educate and engage attendees while reinforcing key brand messaging. For every match made, HiRoad donated $0.50 to the Arizona Food Bank Network, aligning with the brand’s mission of creating "Ripples of Positivity." Brand ambassadors helped facilitate gameplay and shared HiRoad’s unique selling points, while customer service agents provided deeper product insights.
The footprint also included a branded photo opportunity, encouraging social sharing and increasing HiRoad’s digital presence. The activation was featured at major Arizona events, spanning sports, cultural, and community gatherings, maximizing exposure and audience engagement.

Product integration: Early Bird Challenge
