Pen Underwriting

In a competitive industry, Pen wanted to answer the question: What makes us different? But words alone were not enough for this project. Instead, the brief was to create a visual representation of how Pen operates on a day-to-day basis.

Traditionally, business insurance can be a bit drab. A competitive market where uniformity and information overload is common place. We worked with Pen to break this mould. It was about creating a distinctive brand which stood out in it's industry.

A Day in the Life 
in Pen City

Hand-drawn illustrations, Lego stop-motion video and a complete brand overhaul were just part of the journey with Pen. We also created a truly user-centric experience for their new website. Extensive market research, stakeholder workshops and user testing was just the starting point. Combining this knowledge with customer data and a vast amount of analytics, we were able to create unique insights to plan, design and build a website for the user.

Intelligent UX Strategy

We developed intuitive on-site tools to help get users to their ideal products or contacts as quickly as possible by streamlining the more traditional navigation methods. Since launch, we have seen an amazing response and our ongoing strategy to monitor, review, test and evolve the site continue.


More users each month


Increase in returning users


Increase in monthly sessions


Increase in site 
dwell time