Capital Home and Auto owns Tribus Home Warranty and True Auto Warranty. The client needed both a rebrand and a website refresh, but wanted to accomplish them at the same time.
As Creative Director, I worked with a web designer to create the below concepts for the client. We played with different design directions ranging from modern and tech-y to approachable and familial. View exported artwork of the first concepts for home and auto, and exported artwork of the second concepts for home and auto.
Creative Director (Designity)
2 weeks
Because this was a quick turnaround project, the designer and I spent a day sketching lo-fi wireframes to determine the design hierarchy. In the first round of concepts presented to the client, the designs echo each other, signifying they belong to the same parent company. The main differentiator is the use of color (red versus blue). These concepts used stock imagery of families in appropriate settings to represent the peace of mind that comes with having the right warranty. The other concept shows two disparate designs, in case the client didn't want the two brands to feel related. The home warranty website was designed to be very approachable, using warm colors and cartoon illustrations. The auto warranty website was designed to be very tech-oriented, using automobile diagrams and bright red.
Below shows the early stage process of the designer and I sketching out our lo-fi wireframes to help us be more efficient in the hi-fi phase.
Below are the concepts the client decided to go with. On the left is our bold and tech-y auto warranty website, and on the right is our warm and approachable home warranty website.
