iúnigo is a fully digital car insurance company, founded in an effort to address the industry’s stagnation and need for new technological values in a shifting socio-cultural reality. When it came to assessing the brand’s values, we realized it wasn’t a conventional project and we couldn’t simply come up with a branding strategy. Our challenge was opening people’s minds to a new way of doing things, in an industry that still hasn’t fully embraced new technologies. Even though the banking sector has had to deal with a similar challenge, its difficulties are of a different nature and can’t be used for reference. We carried out surveys, user testing and interviews with the teams in charge of the product’s development and UX. We finally joined forces and launched the brand to the public. Good marketing management has, in a very short time, made iúnigo a strong competitor, positioning it among companies that have been part of the industry for over 60 years.