Naked is a South African insure-tech startup. They are the first South African insurer to employ a chat bot to sell insurance. They are also completely transparent about their earnings, margins, and practices— hence the name Naked. I was intent on creating a logo that looks distinctly different from other insurance products/companies in South Africa. Naked’s product would already stick out so their visual language would need to do the same. After several rounds of revisions we landed on a simple yet bold ’n’ in its pixelated form. The use of classic 90s feature-phone screen inspired acid green amid a market of uninspiring greys and safe blues offered a colour as attention- grabbing as the product.