HiRoad Brand Guidelines
Who is HiRoad?
HiRoad is a behavior-based auto insurance provider that rewards customers for mindful driving. By using their app, drivers can lower their monthly rates based on how well and how often they drive.
Project Overview
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. Our goal was to redefine and expand the brand guidelines to create a cohesive, future-ready visual system that unified marketing and product experiences. This goal supported a broader mission to build a relatable and trustworthy brand that rewards positive actions, drives awareness, boosts engagement, and creates a distinct position with our target audience.
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.
Final Deliverables & Impact
• Introduced a modern, singular illustration style, replacing inconsistent visuals.
• Refreshed graphic elements, typography, and photography to align with HiRoad’s evolving vision.
• Established comprehensive guidelines for logo usage, motion design, and grid systems.
• Developed a flexible badge system with a Figma component library for seamless implementation.
This redesign resulted in a polished, scalable brand system that reinforced HiRoad’s positioning and ensured consistency across all touchpoints.
My Role
In addition to contributing to the overall brainstorming, development, and implementation of HiRoad's brand guidelines, I was responsible for designing and curating key chapters such as logo specifications and usage, color palette, typography, and grid system. I also developed a clean, flexible layout template that served as the foundation for the entire guidelines document.
While another designer compiled the badges chapter, I was tasked with updating the badge system to align with the new guidelines and ensure flexibility for future use. This involved taking inventory of the existing badge library, expanding it from 100 unique badge designs to a total of 534 badges by applying the new color palette across three distinct colorways. I also created a Figma component library for product and engineering implementation. Each colorway — Graphite, Forest, and White — was carefully designed to maintain consistent color weight and contrast, ensuring functionality in greyscale and other specific use-case scenarios.
Responsibilities at a glance
• Logo specifications & usage
• Color palette & typography
• Grid system & layout templates
• Badge system redesign & Figma library
Team
• Mike Henderson, Creative Director
• Jille Natalino, Associate Creative Director
• Chad Lott, Copywriter
• Grant Loving, Motion Designer
• Jessie Hsu, Designer/ Illustrator
• Katie Quinlan, Designer
OOH HiRoad "Road Trip for Good" Campaign
