Moja, insurance brand and quote experience
Moja is an online-only car insurance brand launched by AXA for a digitally native audience. As part of a multi-disciplinary team, I played a key role to deliver a new brand identity, icon and illustration language, design system and a compliant, accessible quote journey, a category-defining experience for the sector.
- Role
- Product & Visual Design
- Services
- Product design, Design systems, Brand identity, Accessibility
- Client
- Moja (AXA)
Challenge
AXA needed a new, online-only brand that could stand apart from a traditional insurer, while still meeting the compliance and accessibility requirements of a regulated financial product — without the experience feeling bureaucratic.
Approach
Working closely with the client-side product owner and engineering team, we built the brand name, logo, icon and illustration system alongside a dedicated design system, then applied it through the end-to-end quote journey so brand and product shipped as one coherent experience.
Key design decisions
Compliance and accessibility requirements were treated as design inputs from the outset rather than late-stage constraints — illustration, iconography and componentry were all built to carry the brand's tone while meeting WCAG requirements throughout the quote flow.
Brand illustrations & feature icons
Moja's interface uses a branded illustration and iconography set to make a naturally long, compliance-heavy journey feel more approachable, without diluting the regulatory content it has to carry.
Every screen shown is fed by the Moja UI Toolkit, which helps AXA/Moja develop other products and journeys as Moja moves forward. This has been handed over to the engineering team so they can tighten the appearance and behaviours of each component themselves.
“Would highly recommend Rufus Leonard to work with as an agency. They continue to go above and beyond, and deliver exceptionally on the brief time after time.”
“Really enjoyed working with Rufus Leonard and highly recommend them - brilliant service, work at pace, very good thinking, highly collaborative and most importantly, the creative output is excellent!”
Outcome
Delivered a full brand identity (name, logo, icons, illustrations), a reusable design system, and a live, compliant, accessible car insurance quote journey for Moja, in close collaboration with AXA's product and engineering teams.
Reflection
Embedding compliance and accessibility into the brand and component system from day one — rather than reviewing for it afterwards — was what let the quote journey stay warm and distinctive instead of defaulting to generic insurance UI.