ian
.
murray
+
Mnu.
Multidisciplinary designer shaping ideas into clear, well-crafted work across brand, digital and campaigns.
Open for work
Lexelle aimed to launch a new eBike insurance offering in response to the growing popularity of electric bikes. The challenge was to create a brand that could stand out in a competitive insurance market while feeling relevant to a modern, eco-conscious audience. It needed to establish credibility quickly, communicate clearly and work across both digital and offline touchpoints from day one.
I developed the brand from theground up, starting with the name Electric Pedal and a positioning that framed the business as a specialist rather than a general insurer. The identity was designed to feel modern, accessible and confident, using a clear visual language and tone of voice that balanced trust with energy.
The brand was applied consistently across all touchpoints, supported by a set of guidelines to ensure clarity and continuity as the business grew. Along side this, I designed a website and mobile app that allowed users to obtain quotes, manage policies and interact with the service in a straightforward way.
This approach gave Electric Pedal a clear position in a crowded market, enabling the business to launch with a consistent presence across digital and offline channels. It established a strong foundation for growth, making it easier to communicate its offer and engage its audience.
Creative Direction
Brand Strategy
Visual Identity
Website UX/UI Design
Mobile App Design
Developing a scalable pan-European campaign that unified messaging across multiple markets.
