Brand Development, UI/UX and Service Design For Habib Insurance

Habib Insurance Company Limited (HICL) is a Pakistani insurance company, established in 1942. The management was looking to rebrand and revamp the company in a bid to improve industry image and customer experience.


The Habib Insurance brand stands for reliability and growth, with an extensive history and an ambitious future intertwined with that of Pakistan. The rebranding exercise involved discussions with management and gaining an understanding of the vision, mission and plans of the company. The refreshed brand by Designist reflected these values of a reliable, established and trusted insurance partner for companies, that is still seeking growth.

Logo Adaptation

Brand Colors

Brand Assets


User Experience & Service Design

Going beyond the brand, Designist conducted extensive research through interviews with customers, business intermediary, management and employees of Habib Insurance to create service blueprints, whereby bottlenecks, redundancies and blockades were identified in the process of service delivery. The solutions proposed ranged from re-allocating responsibilities to systems based solutions to establish traceability and accountability, all the way to redefining the management vision for a line of business.

Portal And Surveyor App

In terms of a consumer product, service design first highlighted a shift in management’s goal and customer profile for a product, which then led to streamlining procedures, redefining roles and eventually digital dashboards. Customer management portal that helped save time and effort for the team involved in daily operations. One of the system-based solutions was a surveyor portal and app.


We designed the information flow, interactions aesthetic for interfaces for field surveyors and surveyor offices to receive, assign surveys, perform surveys, prepare and submit survey reports and relevant documents, and Habib Insurance Claims department to receive and review reports. This portal has reached Beta testing phase and is expected to reduce time utilized and miscommunications for surveyors and our client, establish accountability and improve diligence on claims cases. The data collected through this portal will further assist in data driven solutions for the client.