Dejumbling insurance with mischievous wordplay

I collaborated with Taxi Studio to develop an award-winning brand voice for fintech challenger Yoloh.

Most insurance brands trade on fear and confusion. Yoloh set out to flip that script – helping people spend more time living, not form-filling.

Working closely with Taxi’s brand and strategy teams, I helped develop ‘Insurance dejumbled’ – a powerful brand platform that untangles complexity at every touchpoint.

“The breadth and depth of Nick’s knowledge is such a rich foundation for his copywriting. He can get under the skin of new brands quickly and with all the smarts in all the right places. Nick provides so much more to creative outcomes than just words.” – Emma Hopton, creative strategist, Taxi Studio

At the heart of the brand expression is four-fingered digital assistant ‘Andi’. When you first fire up the app, the phrase ‘Andi censured jumble’ is nimbly rearranged into the tagline ‘Insurance dejumbled’ – demonstrating the brand’s unique offer in a playful, memorable way.

Yoloh’s ambigram brand mark is identical when flipped upside down, inspiring the tagline: “Making life easier, whichever way you look at it.”

We then took the creative concept of ‘dejumbling’ to the next level, transforming the many different varieties of insurance into memorable, contextually relevant anagrams.

• “Any incidents ruin me” became “indemnity insurance”
• “Canal in dentures” became “dental insurance”
• “Mourns a Citroën” became “motor insurance”

These weren’t just wordplay – they symbolised how even the most tangled concepts could be unscrambled into something human and approachable.

I developed Yoloh’s brand voice, starting with a top-level brand personality: ‘Attentive Guide’. Built around three core principles – Accessible, Attentive and Proactive – the voice turns tedious policy wording into friendly, human conversations, with a touch of warmth and wit.