Cut the crap insurance

  • Case A new type of insurance for the young and the reckless
  • Show more info
  • Client UNDO:
  • Industry Insurance
  • Capabilities Digital Design
    Business Design

    Brand Design
Designit Undo Case Header

Accidents happen – that’s what insurance is for. But for the young and the reckless, insurance is dull, demanding and frankly irrelevant. That’s where UNDO: comes in. The startup needed a brand for their new type of insurance. One that cuts through the BS, replacing bureaucratic processes and unnecessary roadblocks with technology and accessibility.


UNDO: came to us with a product that stands out in its category. Their challenge for us: How do you communicate the relevance of insurance to young people who think they’re immortal?

Working with a small and nimble startup team like UNDO: things moved fast. Once the name and the design system were in place, our next steps became clear. Instead of doing the classic brand guide and spending lots of time creating rules and guidelines for various platforms and scenarios, we implemented the brand in the product side by side with the UNDO: team.


With a cut-to-the-chase value proposition, a spot-on brand name, and a bold yet simple design system with loads of attitude, the UNDO: brand came to life. With this new brand, we hope to see UNDO: change the insurance game and make insurance relevant for the young and reckless.

Try UNDO: (in Danish) here.

We got the push we needed to be bold enough, and take the design in the right direction. Together with Designit, we were able to make the right decisions fast. Sophie Bohr Grønbæk, Co-founder & CEO, UNDO:
When accidents happen, everybody just wants to move on. We’re super happy with the outcome and can’t wait to see how the world welcomes UNDO: Christian Dyhr, Design Director, Designit


UNDO: had 200+ sign-ups within two months of release, all within the target audience. The simple insurance sign-up only takes 5 minutes, and the time from submitting the damage report to getting money in your bank account is as low as 10 minutes.

Like what you see? Let’s work together!

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