I collaborated with Taxi Studio to develop the brand voice for fintech challenger Yoloh.
Most insurance brands trade on fear and confusion. Yoloh set out to flip that script – helping people spend more time living, not form-filling.
Working closely with Taxi’s brand and strategy teams, I helped develop ‘Insurance dejumbled’ – a powerful brand platform that untangles complexity at every touchpoint.
At the heart of the brand expression is four-fingered digital assistant ‘Andi’. When you first fire up the app, the phrase ‘Andi censured jumble’ is nimbly rearranged into the tagline ‘Insurance dejumbled’ – demonstrating the brand’s unique offer in a playful, memorable way.
Read more about the Yoloh strategy in Taxi’s case study.
Yoloh’s ambigram brand mark is identical when flipped upside down, inspiring the supporting line: “Making life easier, whichever way you look at it.”
We then took the creative concept of ‘dejumbling’ to the next level, transforming the many different varieties of insurance into memorable, contextually relevant anagrams.
- “Any incidents ruin me” became “indemnity insurance”
- “Canal in dentures” became “dental insurance”
- “Mourns a Citroën” became “motor insurance”
These weren’t just wordplay – they symbolised how even the most tangled concepts could be unscrambled into something human and approachable.
I developed Yoloh’s brand voice, starting with a top-level brand personality: ‘Attentive Guide’. Built around three core principles – Accessible, Attentive and Proactive – the voice turns tedious policy wording into friendly, human conversations, with a touch of warmth and wit.
“The breadth and depth of Nick’s knowledge is such a rich foundation for his copywriting. He gets under a new brand’s skin quickly and with all the smarts in all the right places. He provides so much more to creative outcomes than words.”
Emma Hopton – creative strategist, Taxi Studio
Press coverage
Taxi Studio balances trust and play in Yoloh rebrand
Design Week
Taxi reveals new brand for insurtech platform Yoloh
Creative Boom
How a fun rebrand and a new mascot boosted this brand’s reputation tenfold
Creative Bloq
Overplaying their hand
Brand New (subscription needed)
Awards for Yoloh
Bronze Award – Brand Impact Awards 2025
Nick Carson 