Building an app-first brand for a new world of travel

Freely

What it is

‍An app-first insurance brand built for travellers who expect more than paperwork. Backed by Cover-More Group, Freely redefines travel insurance for a post-COVID world — shifting it from a box-ticking exercise to an active, always-on companion.

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Unified Thinking shaped the brand end-to-end: strategy, naming, positioning, and voice. The result is a digital-only experience that combines global reach with real-time tools like GPS alerts, flexible cover, and 24/7 support.

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At its core, Freely reframes insurance as freedom — giving people confidence to move through the world without hesitation.

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What we did

• Brand positioning
• Brand toolkit
• Website design and build (Webflow)
• Social media campaign
• Video content creation
• In-app animations and illustrations

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