Zinnia Brand Identity System | 2022

Designer: Su Mathews Hale, Jennifer Sorrel, Kyle Davis, Kevin (Wenkang) Kan , Martin León Barreto, Hale Design, Rochester, New York, USA
Manufacturer: Zinnia, Topeka, Kansas, USA

Zinnia brings together people, data, and cloud technology to deliver modern, digital experiences to life insurance and annuity products. Hale Design collaborated with Zinnia to design a brand identity system that communicates Zinnia’s fresh approach and positive disruption to a staid, conservative industry whose business has not evolved in more than a century.

The logo visually echoes the disruption through an abstract zinnia flower capturing the humanity, optimism, and forward-looking spirit of the Zinnia brand. The three dynamic, interlocking petals found in the symbol speak to the open experience that Zinnia delivers to insurers, advisors, and consumers.

The bright color palette speaks to innovation and technology while still feeling approachable and human within the life insurance category. Illustration plays a key role in the brand identity system, communicating the product benefits and experiences. The Hale Design team commissioned illustrator Martin León Barreto to create a custom set of illustrations and animations to capture the optimistic spirit of the brand.

Using the newly designed identity system, Hale Design continued to collaborate with the Zinnia team, including Kristi Faulkner, Head of Brand, and Michele Trogni, Zinnia CEO, to create a fresh, engaging website to launch the brand in the marketplace.