Strategy

In a profound co-creation journey with the HDI Group Executive Committee, we listened to brokers and clients and understood the key assets already built by Liberty for the creation of Yelum: the yellow, which visually differentiated it, became an attitude, of originality, freshness, and warmth. And freedom, which initially was being worked on as a communication territory only, already has the potential for differentiation and ownership: directional for the entire value proposition with this affordable excellence brand. 
 
The branding strategy stemmed from a careful look at what it already did very well, but with much more potential. It's a brand that promises to deliver the proximity, flexibility, and fluid journey for which Liberty was already known, but to go further, generating even more value for brokers and clients with a different perspective: it's not about protection and care, it's about freedom, challenging the market as a whole. 

Therefore, the purpose is "Freedom through safe paths." It presents freedom as the protagonist of the story, but being an insurance company, it also playfully declares its business model. "Safe paths" refers to the diverse possibilities of offering a flexible, modular portfolio. 

The phrase's structure is a belief. A mantra. A manifestation. Yelum wants, believes in, delivers, and guarantees freedom through safe paths. 
 

This entire positioning is underpinned by the tagline: Secure to live free. It's both a statement of who this brand is and a promise to clients and brokers: (you) are secure to live free. 

Naming

To translate everything this strategy has built, we needed a name that was different, inspiring, and fresh.  

We start with the prefix for yellow in English. Yellow.  
The suffix also has some additional meanings: lume, from light. To illuminate a market driven by fear. UM, from unique, customizable, and also derived from Latin, which brings the sophistication we were looking for.  
The letter Y also has a reason for being here. Liberty ends with Y; Yelum begins with Y.  
 
A successful journey ends so another can begin, taking what is good and evolving. 

Brand and UVV

For the brand, we started with the purpose: Freedom + Security. In the Y, on one side a lighter, more fluid stem, reminiscent of a wing (freedom); on the other side, the diagonal stem represents security, confidence, and solidity. It is firm, stable, and can be leaned on. The first letter also pays homage to the origin story – it refers to Liberty's torch. The logo's typography, in lowercase, conveys affection and closeness, balanced by its bolder weight to transmit impact and lightness. It features balanced inktraps that bring sophistication and enhance its performance. 

For the visual universe, attributes and archetype inspire the choice of elements. A color palette dominated by yellow, a color of personality that inspires freedom and illuminates. The supporting colors are distinct and bring personality, in addition to conveying affordable excellence. OY detaches itself from the brand and becomes a symbol that comes to life in the universe, incorporating different forms and interacting with images. In photography, we portray people in unique and inspiring moments, always symbolizing the feeling of freedom in some way. The compositions always bring light and airiness, constantly reinforcing the perception of freedom.

Yelum conveys attitude and freedom in her speech. In a positive and confident way, she talks about the insurance market in a more lighthearted manner, opening paths so that everyone feels free to choose how to live and contract services, knowing that they have security on their side throughout the journey. 
 
This voice is made tangible in titles such as "With every choice, no renunciation," "Yellow is the freest color," "True freedom of choice," "Y needs, ONE insurance: Yelum," and "Your home with more open doors."