Betterfly gains its wings with DesignStudio

Personalised protection platform Betterfly partnered with global branding agency DesignStudio to tell the company’s story and truly capture ‘The Betterfly Effect’.

Betterfly, the personalised protection gamified app where insurance meets wellbeing, appointed DesignStudio to reconstruct its brand identity. The project aims to tell Betterfly’s story and hero the power of people’s positive actions.

Design lead at DesignStudio, Filipe Peregrino, explains, “Betterfly’s purpose can be articulated as ‘turning habits into waves of positive change’ – this is what we call The Betterfly Effect.”  

To elevate the user experience, DesignStudio crafted a collection of illustrations for the brand’s digital experience that represent ten pillars of wellbeing from nutrition to movement. The design also features vibrant in-app tokens which users can track their progress, boost their coverage or contribute to causes close to them. 

The main icon of Betterfly’s digital world is Buddy, a virtual character that is meant to reflect the optimism, empathy and resilience at the heart of Betterfly’s branding. 

With the refresh, Betterfly’s chief marketing officer, Lucia Varela, says, “Betterfly's rebrand isn't just about a new look – it's about extending our value prop beyond the visual identity. We have a unique platform that combines the worlds of insurance, wellbeing and purpose to deliver an all-in-one solution that protects, improves and inspires lives. Our ambition was to combine all those elements into an engaging user experience.”