YAS HK
Micro Insurance Branding & Launch
Deliverables:
Content Planning . Social Media Post Design (Instagram, Linkedin) . Offline Print Poster Design
YAS HK launched as Hong Kong’s first micro-insurance app, offering flexible, activity-based coverage for everyday lifestyles—from cycling and hiking to daily commutes. Unlike traditional insurance, YAS positioned itself as fun, accessible, and digital-first.
I joined at the brand’s early stages, helping shape its creative direction and supporting its public launch through campaigns that made “insurance” feel not just understandable, but even exciting.
My Role: Visual Branding · Social Content Design · Event Design · Launch Strategy Support
Tools Used: Photoshop . Illustrator
Defining a New Brand Language for Insurance
Through this project, I helped establish YAS’s fresh brand identity:
Fun, approachable visuals to cut through industry stereotypes.
Experience-driven storytelling that connected coverage to everyday activities.
Consistency across channels that reinforced trust during launch.
The result was more than just a successful product introduction—it was the foundation of a new narrative for insurance in Hong Kong, one that spoke directly to a younger, digital-first audience.
Making Insurance Approachable
Designed seasonal and event-driven campaigns, adapting visuals for new feature rollouts and cultural moments.
Emphasized bright, approachable design language to differentiate YAS from the corporate tone of legacy insurance brands.
Insurance is often perceived as complicated and unapproachable. To shift this mindset, I created dynamic, bite-sized visuals for Instagram, Facebook, and LinkedIn that broke down product features and micro-insurance concepts into simple, shareable stories.
This content strategy helped build early trust with users while showcasing YAS as an industry disruptor with personality.
Taking the Brand Offline
To complement the digital-first launch, I designed event and activation materials that brought YAS into public spaces. From banners and backdrops to booth visuals and merchandise, every touchpoint was crafted to be bold, playful, and instantly recognizable.
These visuals ensured consistency between YAS’s digital identity and real-world presence—capturing attention in busy event environments and sparking curiosity about micro-insurance.
Results
The YAS Insurance brand launch established a fresh, youthful identity in a traditionally conservative industry. The campaign boosted social engagement by 65% and drove significant app sign-ups during launch month, positioning YAS as Hong Kong’s leading micro-insurance brand through relatable storytelling and dynamic, design-led communication.