/ Parsyl
Client
Parsyl
Location
London/Denver
Scope
Research, Identity, Collateral, Web Design + Development
Recognition
Website
Next Project
Bruto
Protecting What you Value While Creating Value for the World.
Parsyl came to Wunder Werkz at a critical juncture in their evolution. Originally a hardware-focused startup monitoring the integrity of perishable goods in transit, Parsyl had grown into a full-fledged insurance company, underwriting policies through Lloyd’s of London. This transformation meant a significant shift in perception was required—they were no longer just a scrappy tech disruptor but a credible, global player in the insurance industry. Parsyl needed a brand that reflected this dual identity: progressive and innovative while maintaining the professionalism and trustworthiness essential to insurance.
Their existing visual identity was tethered to their origins, heavily influenced by their tracking technology. While this worked for their initial audience, it no longer aligned with their broader mission or capabilities. The challenge was clear: create a design system that communicates Parsyl’s evolution and positions them as a trusted leader in the perishable supply chain sector without losing their innovative edge. It wasn’t just about aesthetics; it was about crafting an identity that could support their global ambitions and resonate across diverse markets.
Rising Tides, Shifting Perceptions.
The new Parsyl identity reflects their transformation into a sophisticated yet accessible partner in the insurance sector. We began with a completely reimagined visual identity, including a newly crafted wordmark and graphic mark, a modern color and typography system, and bespoke iconography. The inline icons, designed as an installable wingding font, punctuate text with non-linguistic elements, reinforcing Parsyl’s global reach and accessibility. This modular system ensures consistency while allowing flexibility across platforms and mediums.
The design eschews the traditional complexity of insurance visuals in favor of simplicity and clarity. Large-format typography and straightforward graphic representations replaced dense charts and graphs, making information digestible and approachable. By doing the “heavy lifting” visually, we underscored Parsyl’s core promise: they handle the complexities of insurance so their clients don’t have to. This intentional simplicity positions Parsyl as a trusted partner while setting them apart from both traditional insurers and startup competitors.
Who Knew Insurance Could Change the World?
This project marked a departure for Wunder Werkz, pushing us into the realm of corporate rebranding while allowing us to bring our human-centered approach into an industry often perceived as rigid and impersonal. For Parsyl, this wasn’t just a new logo or website—it was a chance to redefine how they’re seen by brokers, institutions, and clients worldwide.
Parsyl’s willingness to embrace collaboration and rethink what a visual identity could be made this project noteworthy. It showcased the power of design to transform perceptions in even the most traditional industries, and it proved that our focus on thoughtful, intentional work transcends sectors. Together, we crafted an identity that balances innovation with assurance, reflecting the values Parsyl brings to the critical global supply chain.
