Project
.overview
A Brand Built on Trust Deserves a Digital Experience to Match.
Chubb has spent over a century building a reputation for excellence and serving high-net-worth individuals, global businesses, & the agents who connect them. But their digital experience wasn't keeping pace with the caliber of the brand of luxe.
When Chubb embarked on a major rebrand, Critical Mass was brought in to lead the digital side - developing a global design system and a comprehensive web redesign that could carry the brand into its next era.
Before
.the stack
My Role.
Visual Design
Translated a brand in transition into a focused, premium digital language - one that made Chubb feel like the world-class insurer it actually is.
Design Systems
UX & UI Design
.VISUAL DIRECTION
Focused. & Elevated.
The existing Chubb website had grown fragmented and inconsistent, unclear, and inaccessible to users who expected a premium lived in luxe experience. For a brand built on trust and precision, this wasn't just a design problem. It was a business problem.
We used style tiles to align stakeholders on color, typography, and tone before a single component was built.
.TILES
.VISUAL DIRECTION
Iteration
Once a direction was locked in, Myself and our Team iterated across components and types of layouts to stress-testing the visual language against real content and edge cases until the system held up under actual use.
.ITERATIONS
.DESIGN SYSTEM
A Foundation.
We began at the most atomic level. By systemizing Chubb's core visual decisions into a structured token system and DS, Myself and my Team created a single source of truth for color, typography, spacing, and elevation. A change at the token and variable level cascades consistently across the entire system — keeping the brand coherent without requiring manual updates to hundreds of components.
.Results
Delivered.
The proof wasn't just in design files, it was in how users moved through the experience after launch. Testing validated the redesign was clearer, more intuitive, and more reflective of a high-end brand.
70%
Nav Success Rate
51%
Direct Path Success
2
Markets Launched
2025
EU & APAC Expansion
Navigation Testing.
70% of participants completed tasks successfully — 51% reaching the correct destination directly, without backtracking.
Elevated Brand Perception.
Testing confirmed users perceived Chubb as more premium and trustworthy. The visual work moved the needle on brand equity.
Winning Work.
The work earned Chubb insurances confidence and opened the door to more. Testing surfaced clear opportunities across the "Get a Quote" flow, resource libraries, and client portals, giving CM a concrete roadmap that sold additional work to continue evolving the experience.
