Role

Lead Copywriter

Context

VIU by HUB was a brand-new entrant in an insurance market where every player sounds the same: cautious, corporate, forgettable. To earn trust as an unknown, VIU needed a voice distinct enough to stand out and clear enough to guide people through buying something they usually dread.

Contribution

As the sole copywriter on VIU by HUB, I built the brand’s voice from the ground up. “A fresh perspective on insurance” became the slogan, the tone, and the lens for every piece of copy that followed: web, UX, quoting, and pilot social ads ahead of launch. Insurance copy is usually forgettable by design. This wasn’t.

Outcome

The work earned a Sitecore Experience Award, recognizing the cohesion and quality of the overall digital experience.