HalaliEvolution, not revolution. A new identity built on existing trust.

Three Halali posters on a sunlit wall: a yellow loop on Forest Teal, the Halali logo on champagne, and the Hi monogram on Light Mint.

At a glance

Design thinking
Stay serious about insurance and let the campaign carry the humour, so the brand can be calm and still human.
Problem
Halali’s reputation sits with Czech hunters. To insure the wider public it had to modernise without looking like a different company.
Approach
We kept what existing customers already trusted, and drew the new letter loops from the logo’s own script.
Outcome
The identity is designed and applied, from billboards and banners to the homepage and business cards.
Role
Lucie as design and project lead, with Halali’s marketing team and the agency Start Online.
What we designed
  • Logo design
  • Visual identity
  • Campaign
  • Website design
  • Print
  • Merchandise
Platforms
  • Brand identity
  • Campaign and outdoor
  • Website
  • Stationery and merchandise
The Halali logo: a soft calligraphic “Halali” with a yellow dot above “Všeobecná pojišťovna”, in cream on Forest Teal.

The claim

What you see is what you get.
Insurance you can actually understand.

In Czech: To, co vidíte, platí. Pojištění na rovinu.

The mobile site leads with the promise in plain Czech.

“Pojištění, na rovinu a srozumitelně” (insurance, straight and clear) comes before any product, so a new customer meets the promise first.

AI-assisted mockup: a phone on cream and teal paper showing the Halali mobile site with the headline “Pojištění, na rovinu a srozumitelně.” and a “Zjistit více” button.

The new graphics are drawn from the old logo’s script, so existing customers still recognise the company.

The Hi monogram works in every brand colour. The loops run through the layouts like paths through a forest.

The Hi monogram with a yellow dot in four tiles: teal on champagne, teal on white, cream on Forest Teal and teal on Light Mint.
Eight tiles of looping script strokes in teal, cream and yellow on Forest Teal, champagne, Light Mint and Warm Sunset.
  • Dark Teal#001A17
  • Forest Teal#003F38
  • Light Mint#BFE8D2
  • Dark Mint#1F7A6A
  • Warm Sunset#FBCE3C
  • Light Champagne#F9F4EE
  • Pure White#FFFFFF

We designed the brand system, down to its icons.

Every icon uses the same 2px rounded stroke, so a home policy and a forest policy look like they came from the same company. The set works on champagne and on Forest Teal.

The Halali icon set on champagne and on Forest Teal: home, cottage, property, vehicle, water, health, family, community, travel, claims, forest, outdoor and more, in thin rounded lines.

One campaign, speaking to business owners and to hunters.

Banner on Forest Teal: the Halali logo, “Podnikání je složité dost. Pojištění má přinášet klid.” and a yellow loop above www.halali.cz.
AI-assisted banner: three hunters and a pointer dog walk through a forest at sunrise under a yellow loop, above “Na dobrého parťáka je spoleh i hluboko v lese.”

The tone

Serious about insurance, never too serious about life.

The billboard line “Dobrý parťák Vás v problému nenechá” means “a good partner won’t leave you in trouble”. The identity stays calm and leaves the humour to the campaign.

AI-assisted street billboard: “Dobrý parťák Vás v problému nenechá” and the Halali logo on teal, beside a plumber at a sink and a goat in safety glasses holding a wrench.

The loop carries onto tote bags and business cards.

A person walks down wooden steps carrying a Forest Teal tote bag with the Halali logo and a mint loop.
Halali business cards: the teal front with the logo and a mint loop, the champagne back with a tonal H pattern and the Hi monogram.

The homepage shows hunters and families side by side, so old and new customers both see themselves.

Halali homepage design with AI-assisted photography, top: hunters and a dog in a sunlit forest under “To, co vidíte, platí – Pojištění na rovinu”, a services panel and a boy with a dalmatian at a window.
01
Halali homepage design, lower: value cards under “Na prvním místě jste vy”, a step-by-step slider over a hunter in the forest, and an FAQ.
02
A tonal pattern of repeated script H letters on Forest Teal.

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