An insurance disruptor backed by industry heavyweights, keen to approach the industry with a sleek look. “We want to be bold and cut through the sameness of insurance,” they said. With a brief like that, who could be more fitting? Criterion Underwriting went against the status quo and chose not to go to the ‘insurance specialists’ for their brand build, looking for a visual identity that gave them a dynamic edge against their competitors. That’s exactly what they got.