A global digital transformation
for Chubb Insurance.

Chubb launched its Digital Applications Style Guide as part of a revised brand and visual identity system in 2016. The goal was to help internal and external teams apply the brand in the right way, across any and all digital touchpoints.

However, in 2019 there were still issues with consistency and implementation, leading to pushback from internal teams. On top of that, the work produced during those initial three years wasn’t compliant with usability, accessibility and inclusion standards. More guidance was required to ensure Chubb’s digital transformation could be successful. This is where I come in.

The project in a nutshell…

THE OBJECTIVE

The project’s main objective was to help the team at Chubb carry out their digital transformation, ensuring that the resulting updated digital brand and all future digital design communications, applications and platforms would be consistent, accessible and easy to implement by internal and external teams alike.

THE APPROACH

In order to take advantage of the work that had already been produced, the best approach was to review and update the existing Digital Applications Style Guide, creating an audit of the existing digital brand elements and amending them wherever it was necessary to ensure they were WCAG compliant.

MY ROLE

Initially I was involved with the audit, conducting a thorough documentation process of the existing brand elements and coming up with a structure for the new style guide. I was also in charge of amending any brand elements that needed to be updated and redesigning the actual style guide document.

“Chubb’s digital presence should be a cohesive whole, with each and every design sharing a common DNA that ensures consistency and brand integrity.”

*– Initial premise*

*01. Some of the introductory pages in the printed version of the DASG.*

*02. A selection of pages focussing on colour contrast*

The importance of accessibility

“Everything we produce must be accessible. This isn’t simply for the sake of best-practice design, but also to ensure all of Chubb’s digital content works for everyone.”

Chubb’s focus is changing, slowly but steadily, towards including a big range of D2C products. Companies which are offering their services digitally represent more and more of the total U.S. market each day. With that said, organisations like Chubb are not taking the right steps if their digital products and services aren’t accessible to almost 20% of the population.

One of the most important tasks I carried out during the digital transformation process was to advocate and become the guardian of accessibility and usability, making sure that everyone involved in the process kept that in mind in every step of the way.

*04. A digital PDF representation of the DASG*

The result

After adopting the new Digital Applications Style Guide, Chubb’s digital platforms are slowly but steadily changing to adapt to the new visual and functional look. Even though this is a lengthy process, the results can already be seen in some of the newest platforms produced by Chubb. Cohesion and consistency have been improved and the brand has certainly benefitted from this.

KEY LEARNING

A transformation of a company’s digital products, platforms and applications is a hard process. Often, especially in multinational companies like Chubb, there are a lot of stakeholders and partners that are eventually going to participate in the project. Embracing and encouraging this, instead of seeing it as a potential threat to creativity, will grant the best results.

TOOLS & SOFTWARE USED

Sketch
Adobe CC (AI, IND, PSD)
Invision

A global digital transformation for Chubb Insurance.