Undercard Group
Website Design, UX & Creative Direction
I made insurance feel a little less like insurance, and a little more human.
Undercard Group is an insurance agency built around two managing partners and a very human approach to their clients. The existing site had usability issues and relied heavily on industry jargon. The opportunity was to make the company easier to understand while giving the brand more personality.
My Role
I led the UX and UI design and owned the full website design.
My work included:
- UX strategy and information architecture
- Content strategy and tone of voice
- UI design
- Visual direction and photography selection
- Iconography and supporting graphics
- Responsive website design
The Challenge
Insurance websites tend to look and sound remarkably similar, likely with an animal mascot. Undercard wanted to communicate professionalism without falling into the usual industry clichés.
I focused on two things: clarity and personality.
The content was rewritten to reduce jargon and make services easier to understand. The visual direction leaned into the personalities of the two managing partners instead of relying on the typical insurance mascot approach.
The Design Direction
Professional. Playful. Human.
The existing logo and color palette stayed intact. I used the existing brand as a foundation and pushed the visual language further.
The site used humor, playful visual moments, and curated photography to give each insurance offering its own personality while keeping the overall experience cohesive.
UX
Make it easier to figure out what they actually do.
I reorganized the content around how people think about their insurance needs rather than how the industry categorizes them.
Each service area received clear, approachable content and relevant imagery. Visitors could also request a quote through whichever method worked for them: call, text, email, or form.
The impact
DFW Pug Rescue now has a foundational annual reporting piece that can be used to communicate impact, support fundraising, inform partners, and establish a baseline for measuring future growth. It also created a repeatable framework for turning the rescue's ongoing data into a more strategic communications tool.
Achievements:
- Editorial and information design
- Data storytelling
- Copywriting and content strategy
- Turning complex information into clear communication
- Cross-functional collaboration
- End-to-end project ownership
