Rainbow had a vision to create the first insurance company that actually serves the needs of small businesses, starting with restaurant owners. Our challenge was to build a brand that people would notice, remember, and even love, in a category with painfully low engagement.  Without getting too technical, we had to demonstrate to restaurant owners why Rainbow is different. Rainbow’s unique model adapts coverage to a business’s natural fluctuations, and our expressive and bold brand system demonstrates this flexibility, including a custom typeface that morphs and changes. We positioned Rainbow as an uplifting and positive force among the inevitable unpredictability of running a small business, building a world that welcomes ups and downs and looks nothing like traditional insurance.