Faye Blais
Creative Director/Designer
Foresight Analytcis
Deliverables: Visual Identity, Brand Collateral, B2B Software
Role: Branding, Design, Content Creation (Photography & Videography), UX/UI Design
Description: Foresight Analytics is a technology company that has developed a premium insurance analytics tool. Focused on innovating commercial auto insurance, Foresight combines video data from connected dash cams with machine learning, to provide an accurate measurement of risk while coaching drivers to reduce accidents and claims.
The problem: Managing multiple creative fronts to streamline a growing company with evolving strengths and features. Collaborating with a team of engineers to effectively communicate complex, data-driven ideas to diverse audiences, including engineers, stakeholders, and consumers.
The solution: Maintaining a clear and concise creative direction. A strong yet simple visual identity made it easier to align various media types, ensuring cohesion across all platforms.
On the interface side, strong collaboration and open communication with the development team enabled rapid iterations and seamless integration of new features, under tight deadlines. This flexibility allowed for quick adjustments while maintaining the overall design integrity.
The Logo: The original logo integrated a few key symbols, representing the company’s core values; a soaring bird (financial freedom), modern car (future of auto technology/innovation), forward looking eye (awareness/foresight), and signal strength lines (connectivity).
The Hardware: The hardware component required packaging and install/uninstall guides to support supply. Keeping in mind the end consumer demographic was important in building mobile-first, keeping copy and visuals clear, and having a variety of options available - (mobile install guide and voice-over video instructions) to cover any communication barriers.
The Software: The UX/UI Design of the B2B software saw many iterations as the product continued to evolve. The company pivoted and explored new grounds within it’s industry - some implemented and others abandoned - which demanded thorough research on industry standards and user experience within commercial fleet and insurance industries.
The design itself allowed fleet managers and insurance brokers to explore the details of their fleet - from the video recording of a particular driver’s incident, to the aerial map of their live fleet at any given time. The build helped to solve complex data issues - allowing fleet managers to evaluate fleet risk for insurers to offer real-time cost savings.
Key Takeaways: The pace, demand, and diversity of this role allowed me to learn on the job everyday. I really enjoyed being such a versatile creative within this team - able to wear many hats, execute out-of-the-box ideas, and break new ground. Working almost exclusively with engineers on complex concepts, communicating clear designs was a challenge but a great exercise. Being the only creative on the team meant I had to look externally for visual reference and inspiration, and depend on myself to push the boundaries of every idea.