CoverCore × Eloqwnt
Brand Identity
Proposal & Scope
Strategic Design Partner · Brand Infrastructure for Growth-Stage Companies
Strictly Confidential
CoverCore is building something the insurance industry hasn't seen done well — an AI-driven brokerage built specifically for the businesses that keep everything running.
Construction companies, HVAC contractors, plumbers, electricians, roofing crews. Brick and mortar businesses that form the backbone of the physical economy — and historically the most underserved segment in commercial insurance.
These are not companies with Notion dashboards. They operate job sites, manage crews, run fleets, and deal with real physical risk every day.
The insurance tools they use were built in a different era — clunky portals, paper-heavy processes, brokers who don't speak their language. The decision-makers here are owners and operators who trust their gut, value relationships over software, and are skeptical of anything that feels like it was designed for a tech startup.
CoverCore's thesis: a smarter, faster, more transparent insurance experience can win this market. The question isn't whether the product is right. It's how to show up to an audience that didn't grow up trusting platforms.
Pre-launch is the highest-stakes branding moment a company faces. There's no track record, no testimonials, no years of trust. The brand has to do all the credibility-building on its own — before a single policy is placed, before a single contractor clicks "get a quote."
What CoverCore chooses to look like in the next four weeks will define how the market perceives it for the next four years.
The Opportunity
The opportunity is not just to look good. It's to look like the only option designed specifically for this world — at a moment when every competitor either looks like a legacy carrier or a generic SaaS tool.
Brick and mortar businesses are underserved not just in product, but in design. No one in this category has built a brand that speaks their language. The space between legacy and SaaS is exactly where CoverCore belongs.
Getting there requires more than a logo. It requires a strategic identity.
CoverCore named three brands as visual references — withcoverage.com, federato.ai, and Shepherd Insurance. Here's what the category actually looks like, and where the gap lives.
WithCoverage
withcoverage.com
What they do
Modern risk management platform. AI-powered, benefit-heavy, clean digital product.
Who they're for
CFOs and finance leaders at fast-growing companies — food/bev, hospitality, tech-adjacent operators.
Visual language
Modern, tech-forward, benefit-focused. Communicates "we are the smart, new way."
The Gap
WithCoverage is built for people who already trust modern software. CoverCore's ICP — the 20-person HVAC company, the roofing contractor — doesn't. Their brand vocabulary would feel foreign to CoverCore's actual audience.
Federato
federato.ai
What they do
AI-native policy lifecycle platform — submissions, underwriting, portfolio management.
Who they're for
Insurance carriers and underwriting teams. Not contractors. Not construction companies.
Visual language
Dark navy, minimalist, data-heavy. Very enterprise tech.
The Gap
Not a direct competitor — they sell to insurers, not businesses. Their aesthetic signals "serious and precise" — the right direction — but assumes tech literacy CoverCore's ICP doesn't have.
Shepherd Insurance
shepherdins.com
What they do
Construction specialty insurance broker. Same ICP as CoverCore.
Who they're for
Construction businesses — direct overlap with CoverCore's target market.
Visual language
Navy and gold. Corporate grid. Looks like every traditional broker who built a website in 2015.
The Gap
Shepherd's brand communicates nothing that would make a contractor actively choose them. No technology signal. No modern precision. No reason to switch.
The White Space
Not one of these brands is designed for a construction contractor as a human being.
WithCoverage talks to CFOs. Federato talks to underwriters. Shepherd looks like the brokerage your uncle has been using since 1998 — trustworthy by inertia, not by intent.
The visual language that would make a roofing company owner in Chicago feel seen — grounded, precise, modern but not alienating — does not exist in this category yet.
That's the brief. And it's exactly the space CoverCore has the opportunity to own.
A construction company owner doesn't read your pitch deck before forming an opinion. They look at your logo, your colors, and your website — and they decide in three seconds whether you're worth their time.
01 — The First Impression Tax
Construction business owners don't take meetings with brands they don't trust on sight. If the first impression reads "generic startup," the conversation never starts. At pre-launch, every missed first impression is a sales cycle that never begins.
02 — The Credibility Gap in Sales
A brand that doesn't match the seriousness of commercial insurance creates friction at every step of the funnel. When someone is trusting a new brokerage with their business's coverage, the visual identity either earns that trust or undermines it — resulting in more objections, longer sales cycles, and higher acquisition costs.
03 — The Pre-Launch Perception Window
The brand you launch with is the first vote the market casts on what CoverCore is. Early clients, referrals, press, and hires all form a view based on what they see first. The perception set at launch is the hardest thing to change afterward. Getting the identity right now is always cheaper than rebuilding trust later.
04 — The Missed Differentiation Signal
CoverCore is tech-driven, AI-powered, and purpose-built for an underserved industry. But differentiation that isn't visible isn't differentiation. If the brand looks like everyone else, the product advantage disappears before anyone experiences it.
The product exists. The market exists. The ICP is clear. What's missing is the visual language to connect them.
What We Heard
- "We are tech-driven, but we do not want to scare off construction companies, HVAC companies, plumbers — our actual end users."
- "Not too edgy, not too AI-ish. We're seeing that visual vocabulary everywhere and it doesn't land with our clients."
- "Solid 2D, minimal logomark. No gradients. Deep, tonal color palette — dark greens, dark blues, teal."
- "Classic, refined typography. Not generic corporate, not startup-modern. Something that reads as established."
The tension named on the call is exactly the right one: CoverCore sits at the intersection of two worlds design typically has to choose between. Tech precision and contractor trust.
The visual vocabulary that signals "innovation" is the same vocabulary that makes a roofing company owner feel like they're in the wrong room.
The bottleneck is not execution. It's translation — taking CoverCore's actual positioning (smart, reliable, tech-enabled but human-first) and encoding it into a visual identity that works with both audiences, simultaneously.
Trust
An identity that reads as grounded and serious — so a blue-collar client feels confident before they speak to anyone.
Precision
A visual system that communicates tech capability without the startup aesthetic that alienates non-tech ICPs.
Credibility
A brand that earns the right to be in the room with legacy carriers — on design alone.
This is the exact intersection Eloqwnt has navigated before — for platforms where one audience demands technological authority and another demands human trust. The solution is never to split the difference aesthetically. It's to find a third visual language entirely. That's what we're here to build.
The Competitor Nobody Named
CoverCore's primary competitor isn't WithCoverage. It isn't Shepherd.
It's "Dave" — the long-term broker relationship that almost every one of CoverCore's target clients already has.
Dave is the broker the HVAC business owner has used for eleven years. Dave calls when there's a claim. He showed up in person when the equipment was damaged on-site. His software is from 2008 — but Dave has earned something no new brand can replicate online: trust built through time and repetition.
CoverCore isn't asking that business owner to choose a better insurance product. They're asking them to fire Dave — and hand their company's protection to someone they found on the internet.
That is an emotional decision. And the brand has to make it feel safe.
This reframes the design brief entirely. The visual identity isn't just about looking modern. It's about communicating, at a glance, before a word is read: we are serious, we are built specifically for you, and switching to us is not a risk.
Every decision — the weight of the typeface, the depth of the palette, the restraint of the logo — is either earning that trust or eroding it. This is why "not too techy" isn't just aesthetic preference. It's a conversion strategy.
We are not here to make CoverCore look like another insurtech. We are here to build an identity that construction companies trust on sight — and that everyone else recognizes as the real thing.
The engagement starts upstream. Before a single logo direction is explored, we align on positioning: what CoverCore stands for, who it's for, and what it needs to communicate before a word is read.
From there, we build a visual identity rooted in that strategy — precise, minimal, and built to hold across every context, from a proposal sent to a general contractor to a pitch deck in front of a seed investor.
Three engagement options, depending on where CoverCore is in its readiness:
Foundation
$7,500
Brand Identity Light
Logo, colors, typography, and brand system — everything CoverCore needs to show up consistently and credibly from day one. Delivered as a complete Visual Identity Guidelines document with all assets ready to deploy.
4 Weeks
Foundation + Digital
$10,000
MVP Sprint
Everything in Brand Identity Light, plus a fully designed landing page. The brand gets a home online — structured to convert, designed to impress. Dev-ready for your internal team or any developer.
5 Weeks
Full Launch Package
$15,000
MVP Sprint Plus
Everything in MVP Sprint, plus full Webflow front-end development, analytics setup, and one additional asset: a pitch/sales deck OR a social media content design system for Instagram, X, and LinkedIn.
6 Weeks + Live Site
Every asset produced in this engagement is owned, documented, and built to perform.
Deliverable 01
Brand Strategy Alignment
Positioning direction and brand personality framework — the strategic foundation every visual decision is built on. A clear, actionable frame that guides the identity work and everything that follows.
Deliverable 02
Logo Design System
Primary logomark, wordmark, and combination mark. Alternate versions for light and dark backgrounds. Favicon and app icon variant. Up to 3 concept directions presented with real-world mockups (business card, hero section, email signature). Up to 3 rounds of revisions.
Deliverable 03
Color System
Primary, secondary, and neutral palette — built around the dark, tonal direction (deep greens, navy, teal, neutral anchors). Usage rules for digital and print. Contrast-tested for accessibility.
Deliverable 04
Typography System
Primary and secondary typeface selection. Type scale and hierarchy. Usage guidelines. Free/licensed font recommendation based on brand direction. Custom font or paid license consultation available as add-on.
Deliverable 05
Visual Identity Guidelines
A practical, usable brand guide covering logo usage, color codes, typography rules, don'ts, and core applications. Not a brand bible. A working document the team will actually open.
Deliverable 06
Core Asset Package
LinkedIn banner, social profile mark, email signature template, letterhead template. Everything needed to show up consistently from day one.
Deliverable 07
Figma Source Files
All assets delivered in organized, labeled Figma files. Ready for internal use, handoff to dev, or future expansion.
30%
Concept Approval
$2,250
20%
Final Delivery
$1,500
Deliverables 01–07
Everything in Brand Identity Light
All seven deliverables from the foundation package, delivered at the same quality and standard.
Deliverable 08
Landing Page UX & Information Architecture
Page structure, section hierarchy, and conversion logic. Scroll narrative designed to take a first-time visitor from awareness to intent — without overwhelming them or losing them.
Deliverable 09
Landing Page Visual Design (Desktop + Mobile)
Full visual design of the landing page, applying the brand identity system. Desktop and mobile responsive layouts. Motion and micro-interaction specifications included. Designed to hand off to any developer or internal team.
Deliverable 10
Dev-Ready Figma Handoff
Fully spec'd Figma file with component naming, spacing, and annotation — ready for development without a design-to-dev translation session.
30%
Concept Approval
$3,000
20%
Final Delivery
$2,000
Deliverables 01–10
Everything in MVP Sprint
All ten deliverables from the MVP Sprint, including the full brand system and dev-ready landing page design.
Deliverable 11
Webflow Front-End Development
Full build of the approved landing page design in Webflow. Responsive across all device sizes. Animations and micro-interactions implemented. Performance-optimized.
Deliverable 12
Analytics & Tracking Setup
Google Analytics 4, Meta Pixel, LinkedIn Insight Tag. Everything configured and tested before launch.
Deliverable 13
SEO Foundation
Meta titles, descriptions, page hierarchy, and structured data. A clean technical foundation so organic traffic can start compounding from day one.
Deliverable 14
QA & Launch Support
Cross-browser and cross-device testing. Final review before go-live. Launch-day support.
Deliverable 15
Choice: Pitch / Sales Deck Design — or — Social Media Content Design System
Option A — Pitch / Sales Deck Design
A designed presentation: brand applied to slides, structured for a sales or investor context. Includes cover, section dividers, data visualization treatment, and up to 10 slide templates. Delivered in Figma + exportable formats.
Option B — Social Media Content Design System
Adapted identity for Instagram grid, X (Twitter), and LinkedIn. Post templates, story templates, cover formats, and usage guidelines. Designed for the CoverCore team to produce consistent content without a designer on every post.
30%
Concept Approval
$4,500
20%
Final Delivery
$3,000
Revision Policy: Up to 3 design iteration rounds are included across the engagement. Additional rounds are available at standard rates. Change requests that materially expand scope are scoped separately and agreed upon before work proceeds.
Diagnosis first. Then concept. Then build.
Eloqwnt doesn't start with deliverables. We start with alignment — making sure every creative decision is rooted in CoverCore's actual positioning, not aesthetic preference detached from strategy.
Discovery & Alignment
Phase 1
Onboarding workshop (1–1.5 hrs). Questionnaire completed pre-call. We cover: brand personality, ICP psychology, competitive references, visual direction, what the brand must communicate and what it must avoid. Moodboards prepared and presented for direction alignment.
Output
Approved moodboard direction
Concept Development
Phase 2
2–4 logo concept directions, each presented with real-world mockups — business card, hero section, social profile. Concepts are strategic, not aesthetic: each direction comes with a rationale for why it works for CoverCore's specific positioning.
Output
Logo concepts for client review
Refinement & Identity Build
Phase 3
Client selects preferred concept. We refine into final execution: logo lockup variations, color palette confirmation, typography finalization, usage rules. Up to 3 rounds of iteration included across the engagement.
Output
Approved final identity
Guidelines, Assets & Handoff
Phase 4
Full Visual Identity Guidelines. Core asset package (LinkedIn banner, social mark, letterhead, email signature). Figma source files organized and labeled for handoff.
Output
Complete brand delivery — Brand Identity Light ends here.
Landing Page Design
MVP Sprint
UX structure, scroll narrative, information architecture. Visual design across desktop and mobile. Motion specifications included. Dev-ready Figma handoff.
Output
Approved landing page + dev-ready file
Webflow Development & Launch
Sprint Plus
Full front-end build in Webflow. Analytics and tracking setup. SEO foundation. Cross-browser QA. Launch support. Deck or social media design system delivered in parallel.
Output
Live website + final asset delivery
4 Wks
Brand Identity Light
6 Wks
MVP Sprint Plus + Live Site
We are not the cheapest option in this conversation. That's intentional.
What Makes Us Different
Diagnosis before design
We don't start with deliverables. We go upstream — into the business, the ICP, the competitive landscape — and identify what the brand actually needs to communicate before a single direction is explored. Even before a client signs, they leave a discovery call with a clearer view of what's standing between them and market credibility.
We've navigated this exact tension
The challenge CoverCore faces — tech-forward brand, non-tech audience — is not new to us. The answer is never to split the difference aesthetically. It's to find a third visual language that earns both. That's the work we do.
We think in systems
We don't design logos. We design identity systems — how a brand reads at every touchpoint, from a Google search result to a proposal PDF to a LinkedIn profile. We build for both ends simultaneously.
We own the outcome
We are not waiting for instructions. We bring judgment, direction, and a point of view. We challenge weak assumptions and refuse to execute blindly when the requested direction works against the business. For the right clients, we operate as an external strategic creative function — not an order-taking vendor.
Selected Work
GetTalky — AI Voice Agent for Healthcare
Tech product · Non-tech audience
A NY-based AI voice agent targeting healthcare facilities, institutions, and businesses across the industry. Making an AI-first product feel credible and approachable to healthcare administrators and facility managers who are not early adopters and whose institutions demand trust before they adopt anything. Full brand identity, website design and development, and a brand launch short film.
→ Same core tension as CoverCore — a tech product that cannot afford to read as "tech-first" to the people it most needs to win.
QDT — AI-Powered Big Data Analytics
Technical capability · Institutional credibility
A Canada-based AI platform focused on big data analytics and forecasting. Full brand identity system and website. The brief: a brand that communicates analytical precision and institutional credibility — serious, data-driven, built to be trusted by enterprise clients rather than impressed by them.
→ Communicating technical capability without reading as a startup experiment. Same positioning discipline required.
Fluxo — Fintech, Brazil / US Market
Credibility through brand alone
A Brazilian fintech bringing a premium FX solution to the US market. Full brand identity and motion identity. The brand had to read as internationally credible and premium — entering a market where perception and credibility have to be established entirely through brand, before the product gets the chance to speak.
→ A company whose only tool for building trust in a new market is the brand itself.
Trader Hub — Trading Brokerage
Financial services · Dark palette · Motion
Full rebrand and website design for a UAE-based trading brokerage. Dark tonal palette, sleek motion identity, premium but grounded. Nothing that overpowers the trust signal, nothing that reads as experimental. Deep colors, clean structure, confident typography.
→ Closest visual reference to the direction described — financial services, dark palette, credibility as the primary design goal.
This proposal exists because the work already started.
Before this document was written, Eloqwnt reviewed CoverCore's market position, competitive landscape, and the specific positioning tension named on the call. We know where the design challenge lives. We know what the identity needs to accomplish. We know what to avoid.
We don't propose work we're not already confident we can deliver.
CoverCore is at the moment where the brand decision has a real business impact. At pre-launch, the brand is the only thing that exists — the entire first impression of a company that hasn't yet had the chance to prove itself through experience.
Getting this right in week one is always cheaper than correcting it in year two.
If This Direction Feels Aligned
- 01Choose the engagement that fits where CoverCore is today — $7,500 / $10,000 / $15,000
- 02Confirm preferred start date — availability opens next week
- 03Agreement and invoice sent within 24 hours of green light
- 04Onboarding questionnaire shared — completed before the discovery workshop
- 05Discovery workshop scheduled — Day 1 of the engagement begins
Note: We work with one client per category at a time in active engagements. Once CoverCore moves forward, this slot closes for competing insurtech projects.
Contact
Linur Chubaev
Co-Founder · Eloqwnt
linur@eloqwnt.com · eloqwnt.com · Dubai
"We own the creative,
so you can own the growth."