Athena Health Insurance
Athena Health Insurance Branding & Website Development
Brand Development, UI/UX Design, Marketing Collaterals
Health Insurance Industry
October 2023 to September 2025
My Role: Creative Head, Project Manager & Website Designer
Objective: Launch a health insurance brand that makes coverage feel accessible and approachable for Singapore's younger professionals (25-40) through modern design and transparent communication.
Note: This case study uses redesigned and reimagined visuals to protect client confidentiality. The thinking, creativity, research, and methodology remain true to the real project.
“Building Trust from Zero in Singapore's Competitive Insurance Market”
Our challenge was to launch a health insurance brand from scratch in Singapore's saturated market, targeting younger professionals (25-40) who perceive insurance as complex, expensive, and inaccessible.
The Problem:
-
Zero brand recognition in an industry dominated by legacy players with decades of trust
-
Target audience (millennials and Gen Z) actively avoids insurance due to perceived complexity
-
4-month timeline to build credibility, design brand identity, and launch a functional website
-
Working alongside client as they developed their business model in real-time
The defined success was to create a brand identity and digital platform that demystifies health insurance, builds immediate trust, and clearly communicates affordable coverage options to a younger demographic.
Insights & Strategy: “Redefining Insurance for a Younger Generation”
Younger professionals don't avoid insurance because they don't need it, they avoid it because traditional brands feel intimidating, outdated, and disconnected from their lifestyle. Insurance needs to feel like a natural, approachable part of modern adulting.
The strategy was to position Athena as the anti-legacy insurance brand: modern, transparent, and built for digital-first lifestyles. Emotionally: approachable security, not fear-based selling. Visually: fresh minimalism, not corporate rigidity.
Brand Approach:
-
Tone: Friendly, transparent, empowering. "We're with you, not selling at you"
-
Visual Strategy: Cool, calming colors (blues, soft teals) to convey security and healthcare, paired with contemporary design to signal freshness
-
Narrative: Insurance isn't complicated, it's smart self-care
WIP: Desktop grid system for Athena's home page website.
Execution: “Designing Accessibility into Every Touchpoint”
Brand Development
Built a clean, contemporary identity system centered on approachability and trust. The logo features soft geometric forms suggesting protection, paired with a calming teal, soft blue green, and a dark blue green palette that conveys healthcare security without corporate coldness. Created a consistent design system across web, social, ads, and sales materials.
Website Design & Development
UX Philosophy:
Remove friction from insurance exploration. If users can't understand plans in 3 clicks, we've failed.
Designed an interactive plan comparison tool with clear benefit breakdowns, hospital network search by location, and coverage calculators based on user needs. Built trust through transparent pricing messaging, millennial-focused FAQs, peer testimonials, and clear value propositions. Optimized conversions with a streamlined quote form (under 1 minute), live chat support, and mobile-first design serving 72% of the target audience.
Technical stack:
Figma, HubSpot CMS, Adobe Creative Suite.
Process & Pivots
Timeline:
Months 1-2 focused on brand exploration and finalization, months 3-4 on website design and development, and months 5-12 on iteration based on market response.
Critical Pivot:
Initial designs leaned heavily on medical imagery (stethoscopes, hospitals), which tested as "clinical and cold." Shifted to lifestyle imagery showing young professionals living confidently, repositioning insurance as a life enabler, not medical necessity. Worked in parallel with the client's evolving business model, requiring constant alignment on messaging and service offerings through iterative design sprints.
