Chubb Insurance
Differentiate the brand and support business growth through a premium, crafted experience.
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Problem
The existing Chubb digital experience lacked cohesion, clarity, accessibility—and that distinct sense of luxury the brand is known for—making it harder for key users to navigate. At the same time, Chubb was in the midst of a rebrand, Critical Mass was brought in to help lead the charge on developing a global design system, including a comprehensive and scalable web redesign.
Solution
The existing Chubb digital experience lacked cohesion, clarity, accessibility, and that distinct sense of luxury—making it challenging for key users to navigate. Our solution focused on three core audience needs:
Individuals & Families – Build meaningful connections.
Businesses – Enhance brand visibility.
Agents & Brokers – Deliver unparalleled service.
Alongside this, we also saw an opportunity to focus on 3 key pillars:
Introduce Chubb in a way that feels simple, focused, & premium.
Strengthen emotional connections through thoughtful copy, tone, and visuals.
Reflect brand values by guiding navigation and providing clear context.
Inspired by a deep appreciation for nature's purity and a desire to provide a trustworthy drinking water option, AquaFlow was born. The founders recognized the growing concern among consumers regarding the quality and sourcing of bottled water. They embarked on a mission to offer a solution that would not only provide clean water but also prioritize sustainability and environmental responsibility.
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timeline
2023
tools
Lorem Ipsum
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AquaFlow's transparent and eco-friendly packaging showcases the purity of its mountain spring water.
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A delighted customer enjoys a glass of AquaFlow's refreshing water, knowing it comes from a pristine mountain stream.
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AquaFlow's convenient home and office delivery service ensures that customers have access to pure mountain spring water without the hassle of carrying heavy bottles.
My Role
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As the Product Designer and Design Systems Specialist on this project, I played a pivotal supporting the Design Team and helping role in shaping Chubb’s evolving digital presence. I was brought in for my strength in building thoughtful systems and designing elegant, people-centered interfaces, I worked at the intersection of systems thinking, UI/UX strategy, and visual design.
This project allowed me to move fluidly between high-level design strategy and detailed execution. While my primary focus was on developing a scalable global design system, I also had the opportunity to apply my branding and visual design skills to help elevate the overall aesthetic and tone of the experience.