Luis Gutierrez is a branding project focused on building a professional, cohesive visual identity that also captures the attention of a younger audience that is typically uninterested in the life insurance broker industry. Most life insurance brokers are middle aged, so the design is often created with them in mind. In order to gain the attention of a younger audience, Luis Gutierrez takes a step away from typical industry design.

Luis Gutierrez uses a human-first design approach that gives the brand a more welcoming and comforting feel that appeals to a younger audience. Cold colors, sharp edges, shiny materials, and clichéd imagery are replaced with warm colors, softer forms, and familiar textures. Copy is intentionally relaxed to feel more like a conversation than a sales pitch. Overall, the project reframes life insurance as something approachable, personal, and relevant to a younger generation.