Thimble Insurance
Brand Voice, Tone & Positioning Framework
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Brand Voice, Tone & Positioning Framework 〰️
I repositioned Thimble from a “boring” small business insurance provider with complicated jargon and scary word salad into a relatable ally for ambitious entrepreneurs.
Brand Voice & Tone
To stand out in a traditionally dry industry, I built a brand voice anchored in four distinct pillars and used relatable cultural media and icons to help creatives quickly grasp Thimble’s tone.
Messaging Hierarchy
To maintain consistency across every brand touchpoint, I developed a messaging architecture to give creative teams a plug-and-play system for brand-aligned copy.
Sub-brand Ecosystem
I created channel-specific brand voices for Greenlight, Thimble’s content sub-brand. This provided writers and designers with an easy playbook for balancing humor with practical value—ensuring we knew exactly when to be witty and when to be direct.
