The Challenge
Kaleido Life entered the scene as a groundbreaking life insurance startup, but its original name failed to capture the essence of its innovative offering: a cash-out upfront life insurance policy designed specifically for Gen-Z and Millennials. The challenge was not just in rebranding but in revolutionizing how life insurance is perceived by a younger, more skeptical audience.
The Awakening
Embracing the challenge, the Emery team embarked on a deep dive with Kaleido Life's visionary founders. Through extensive interviews with life insurance experts and the startup's entrepreneurial co-founders, we unearthed the unique value proposition that Kaleido Life offered. The result was a new name that spoke volumes: Kaleido Life, accompanied by a provocative brand strategy and messaging that resonated with the target demographic's aspirations and lifestyle.
Logo Marks
Primary Mark
Reverse
Color Palette
Primary Palette
Sherwood Green
Deep Aqua
Caribbean Green
Ultra Pink
White
Chartreuse
Gradients
Secondary Gradient
Primary Gradient
Typography
Primary Typeface
Usage
Headlines
Secondary Typeface
Usage
Body Copy
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The Transformation
The rebranding not only redefined Kaleido Life's position in the market but also solidified a partnership built on mutual respect and visionary alignment. As they move forward, building their MVP and navigating the path to a Series A raise, the collaboration with Emery remains a cornerstone of their journey, setting the stage for a new era in life insurance tailored for the next generation.
