The challenge
Kanguro is a Miami insurance company that sells pet coverage for dogs and cats and renters coverage for tenants, in both English and Spanish. Most of its customers are pet owners and renters who buy on their phones, often for the first time. Insurance brands usually look cold, with fine print and stock photos of handshakes. Kanguro needed to feel warm enough for someone worried about their dog and steady enough for someone trusting it with a monthly premium. It also had to hold two products under one name without either one looking like an add-on.
The approach
The name gave us the idea. A kangaroo keeps what matters safe in its pouch, so the whole brand identity grows from that one picture of protection. The mark is a white kangaroo head cut into a solid shape, simple enough to work as an app icon or a pin badge, and the lowercase wordmark sits beside it with rounded, friendly letters. Kanguro Purple and Jump Orange do most of the work, with lavender and peach tints to soften layouts. Headlines are set in Merriweather for a calm, editorial voice, while Atkinson Hyperlegible Next keeps policy details easy to read on small screens. We drew a cast of mascots, led by the kangaroo with a dog and cat alongside, and a matching set of line icons for pets, homes and valuables. Taglines like “When help is needed, Kanguro jumps in” turn the name into a promise.
The outcome
The identity now runs across billboards, bus stop posters, building banners, social posts, stationery and merch, down to caps, tote bags and a bone-shaped pet tag. Lifestyle photos pair real families and pets with the illustrated characters, so the ads feel friendly without turning childish. We carried the same system into the website design, with a homepage built around the “jumps in” headline and a free quote button up front, plus a mobile view where visitors pick between pet and renters plans.
