HalaliEvolution, not revolution. A new identity built on existing trust.

At a glance

Design thinking: Stay serious about insurance and let the campaign carry the humour, so the brand can be calm and still human.

Problem: Halali’s reputation sits with Czech hunters. To insure the wider public it had to modernise without looking like a different company.
Approach: We kept what existing customers already trusted, and drew the new letter loops from the logo’s own script.
Outcome: The identity is designed and applied, from billboards and banners to the homepage and business cards.

Role: Lucie as design and project lead, with Halali’s marketing team and the agency Start Online.
What we designed: Logo design
Visual identity
Campaign
Website design
Print
Merchandise
Platforms: Brand identity
Campaign and outdoor
Website
Stationery and merchandise

The claim

What you see is what you get.
Insurance you can actually understand.

In Czech: To, co vidíte, platí. Pojištění na rovinu.

The mobile site leads with the promise in plain Czech.

“Pojištění, na rovinu a srozumitelně” (insurance, straight and clear) comes before any product, so a new customer meets the promise first.

AI-assisted mockup: a phone showing the Halali mobile site with the headline “Pojištění, na rovinu a srozumitelně.”

The new graphics are drawn from the old logo’s script, so existing customers still recognise the company.

The Hi monogram works in every brand colour. The loops run through the layouts like paths through a forest.

The Hi monogram with a yellow dot in four tiles: teal on champagne, teal on white, cream on Forest Teal, teal on Light Mint.

Eight tiles of looping script strokes in teal, cream and yellow on Forest Teal, champagne, Light Mint and Warm Sunset.

Dark Teal#001A17
Forest Teal#003F38
Light Mint#BFE8D2
Dark Mint#1F7A6A
Warm Sunset#FBCE3C
Light Champagne#F9F4EE
Pure White#FFFFFF

We designed the brand system, down to its icons.

Every icon uses the same 2px rounded stroke, so a home policy and a forest policy look like they came from the same company. The set works on champagne and on Forest Teal.

One campaign, speaking to business owners and to hunters.

AI-assisted banner: three hunters and a pointer dog in a forest, above “Na dobrého parťáka je spoleh i hluboko v lese.”

The tone

Serious about insurance, never too serious about life.

The billboard line “Dobrý parťák Vás v problému nenechá” means “a good partner won’t leave you in trouble”. The identity stays calm and leaves the humour to the campaign.