Laka

From design studio Ragged Edge:

Insurance is often synonymous with misfortune and mistrust. Laka needed a brand to challenge those preconceptions, establish a positive, community-based model, and turn the industry on its head.

We partnered on brand strategy, visual and verbal identity, art direction, website design and writing.

Laka are currently focused on cycling insurance. But this brand had to be bigger than insurance policies for bikes. It had to tackle the traditional insurance model while establishing a collective of cyclists that would look out for each other. Where members would pay their share for claims that actually happen rather than ones that might. This brand needed to demonstrate the value of clubbing together.

Following the strategy and identity work, we moved on to helping Laka write and design their new website. And to capture the Laka members in our unique photography style, we held a socially distant photoshoot with Jason Bailey. This identity has been a collaborative effort made all the better for such daring and decisive clients. Long may the ride continue.

The typography combines Ambit (CoType Foundry) with Simula from Sharp Type.