Innovation Refunds:
Building A Brand For America's Small Businesses.
DESIGN DIRECTOR
Brand Identity + Creative Direction
Design Systems
Web + Product
Campaigns + Paid Media
Social + Content
Overview.
Business insurance has traditionally been complicated, confusing, and not exactly known for great experiences. Supersure set out to change that by creating a simpler, more approachable way for small business owners to find and understand the coverage they need.
I helped build Supersure from the ground up, owning the visual direction and shaping how the brand looked, felt, and showed up in the world. From the identity and design system to the website, product, campaigns, social, and partnerships, I created and led a cohesive visual language that could grow with the brand.
The result is a bold, recognizable brand that makes a traditionally intimidating category feel a whole lot more human.
Building the brand.
The identity started with a simple goal: create something unmistakably Supersure. I developed a visual language across logo, typography, color, imagery, and graphic elements, then brought it all together into a comprehensive brand guide designed to keep the identity consistent as the brand grew.
As Supersure grew, the brand needed to work across more teams, channels, and formats without losing consistency. I built an AI-enabled design system in Claude that translated the visual identity into reusable components, templates, and creative guardrails, giving the team a shared foundation to create from and scale.
Here’s a quick snippet into the system behind it all.
Partnering with UFC marked a defining moment for Supersure - taking a brand we built from the ground up and putting it on one of the biggest stages in sports. What followed was one of our most ambitious brand moments yet, spanning campaign creative, social, content, and an exclusive conversation with Dana White himself.
Built for the feed.
Business insurance, meet UFC. The partnership gave Supersure a chance to connect with a massive audience of entrepreneurs, business owners, and ambitious self-starters through a world driven by many of the same things: risk, resilience, and the determination to keep pushing forward. Across social, paid media, and email, we brought these two unexpected worlds together -blending Supersure’s bold identity with the energy and attitude of UFC to create a campaign that felt fresh, relevant, and unmistakably Supersure.
We took a completely new approach to commercial production using AI to bring two original Supersure campaigns to life: Superscrewed and Break Up With Your Broker. Across six TV spots, we leaned into humor, storytelling, and a little absurdity to make business insurance actually entertaining without a traditional production shoot.
Superscrewed.
Getting screwed by your business insurance? There’s a word for that. Superscrewed turned a familiar frustration into a playful campaign built around the headaches, surprises, and absurdities business owners face when their coverage falls short. The campaign brought Supersure’s personality to TV through a series of fully AI-generated commercials, using humor to make insurance feel a whole lot less like insurance.
Break Up With Your Broker.
Sometimes the hardest relationship to leave is the one with your insurance broker. Break Up With Your Broker turned business insurance into couples therapy, putting contractors, medical professionals, and other business owners face-to-face with the brokers who just weren’t meeting their needs. Through a series of awkward therapy sessions, the campaign used humor to make one thing clear: sometimes, it’s time to move on.
Across paid social, display, and digital campaigns, we translated Supersure’s visual identity into high-impact creative built to grab attention and flex across channels. AI tools like Higgsfield became part of my creative workflow, allowing me to develop custom imagery around campaign concepts rather than relying on traditional stock photography.
Paid Media
Business insurance ads don’t have to look like business insurance ads. We brought Supersure’s bold visual language into paid media with attention-grabbing concepts, custom AI-generated imagery, and creative designed to stand out in the feed.
Social gave Supersure room to have a little more fun. From timely content and playful brand moments to educational posts and everyday storytelling, we built a social presence that felt bold, approachable, and actually worth stopping for.
Bringing Supersure to the web was a deeply cross-functional effort. I worked alongside product designers, software engineers, project managers, and the Chief Marketing Officer to translate the brand into a bold, approachable digital experience. I oversaw the visual execution from end to end, reviewing and QA’ing every detail to ensure the final site felt cohesive, intentional, and true to the brand.
Bringing Supersure To Mobile.
We brought the Supersure brand into the mobile product experience, turning complex insurance information into something clearer, more intuitive, and easier to act on. Working closely with our Chief Product Officer, product designers, and Marketing Director, I helped shape and oversee the visual direction across the app, ensuring the experience felt cohesive with the broader Supersure brand while keeping clarity and usability at the center.
