NUVU refuses to look institutional.
An underwriter for brokers, drawn as one continuous curve instead of a crest.
- NuVu Underwriting
- Finance
- nuvu.es
- 2026
- Identity, Art direction, Campaign, Collateral
NuVu underwrites for brokers, and the founding line is a complaint about the category: brokers deserve a real partner, not a distant institution. So the identity had to read as somebody on the other end of a phone rather than as a headquarters.
The mark is one continuous stroke. The N and the U are cut from the same curve, and that curve then leaves the wordmark and becomes the only device the brand owns: a citrus ribbon that bends across a metro poster, wraps a car, and turns up again as a diagonal on a pass.
Pine and citrus, where the category defaults to navy and gold. That is the fastest way to be recognised in a corridor of insurance advertising, and it costs nothing in seriousness: the green is dark enough to carry a policy document.
A crest says we have been here a long time. A curve says we are going somewhere, and brokers are not buying history.
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