Our work

Helping small businesses to dream big with Lukango

Client | Lukango

Klutch Studio - Banner Design for Lukango

The Challenge

Lukango is an Insurtech start-up on a mission to change small business insurance. They want small businesses to have straight-up and simple insurance protection, always. Their core mission is to explain policies using clear, easy-to-understand language, which will give small them confidence they are choosing the right insurance they need to support their business as it grows.

They approached us to create their brand strategy, brand & visual idenity and design and build of a full e-commerce website that allowed users to purchase their insurance policies.

A dreamy visual identity

Knowing that they didn't want just another insurance brand, we set about working with the Lukango team to understand and define their brand strategy, their point of difference was clearly defined. They have the opportunity to unite with aspiring and dynamic entrepreneurs in a way that mirrors their dreams and ambitions, releasing them to grow without limits.

We distilled this down to the creative proposition of Freedom to live your dreams. This was the jumping off point for all creative. We built an identity that felt dreamy, a hand-crafted logotype that gave it a personal feel and an inclusive colour palette that took inspiration from the diversity of their intended customer base with a splash of Blurple (a combination of Blue and Purple), a colour they could own. We worked with Olga Semklo to create a series of character illustrations that talked directly to small business owners across multiple sectors and built a set of brand expressions that enhanced key messaging. All are supported by an upbeat, fun and easy-to-understand verbal identity.

Klutch Studio - Photographic Styling for Lukango Klutch Studio - Brand Guidelines for Lukango
Klutch Studio - Favicon for Lukango Klutch Studio - Photographic Styling for Lukango
Klutch Studio - Social Media Posts for Lukango

The website

Ensuring the visual and verbal identity carried across the website was key to a successful launch. The site is made up of two parts, the front end of the site (the business information and product details), and the insurance purchase journey, which is made up of a question set, allowing you to find the best cover based on your specific requirements. Once the site map and content mapping were agreed we built clickable prototype wireframes, to allow us to test the user journeys, including the question set.

After testing various routes we agreed on a question set that presented a single question at a time, allowing the user to focus on the answer, not feel overwhelmed but also allow them to get jargon-free explanations for each question to ensure they understood what they were getting the way of insurance cover, their answer deciding their path through the questions. Working alongside Cooper Rose Digital, Lukango's technical partner who were building their back-end systems, ratings engine and CRM we integrated the front-end questions via an API to ensure all data was passed through and live costs could be displayed on the site and edited by choices the customer was making live.

View the site here www.lukango.com

Klutch Studio - Mobile Web Design for Lukango
Klutch Studio - Insurance UI / UX Design Components for Lukango Klutch Studio - Insurance UI / UX Design Components for Lukango Klutch Studio - Web Design for Lukango

Services and credits


→ Brand Strategy
→ Visual Identity
→ Website Design
→ Front and Back End Web Development
→ Craft CMS Integration
→ API Integration


→ Fonts used Pleasure and Figtree
→ Illustrations by Olga Semklo
→ Lukango Technical Development Partners Cooper Rose Digital


“Klutch is a people-positive organisation and is making an impact in every corner of the Lukango business. They have become thought partners. Working with them we have found a detailed, thorough and inclusive team that it will be a pleasure to continue our journey with.”

Joanne Safo
Founder & CEO

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