Battleface

Battleface began where most travel insurance ends. Its earliest policies protected the brave people who move toward places others flee — war correspondents, conflict photographers, aid workers, and adventurers who work at the edges of the map. Out there, a battle face is the composed look you wear walking into the unknown with the calm of knowing someone already has your back. Where coverage is not a formality but a lifeline.

Today that same instinct reaches everyone, and Battleface builds travel insurance for anyone who leaves home. When the company came to us, it was carrying a promise proven across Europe into the US, a market that treats coverage as an afterthought rather than a habit. That crossing was the real brief. Its promise had outgrown its presence, and we set out to give the brand a soul as specific as the coverage it sells.

The unlock came from a simple reframing. The traveler is the hero of every trip, and Battleface is the hero's hero. The best support is the kind you feel more than you see, competent enough to solve the problem before you know it exists, present in the calm it leaves behind rather than the credit it takes. Battleface never asks for the spotlight, only for you to have the trip and forget it was ever worried on your behalf.

Every design decision serves that idea. Battleface sells something intangible, a policy travelers assemble themselves from more than forty benefits, from vacation rental damage to emergency medical evacuation. It is among the first in travel insurance to make build-your-own coverage real. So we gave the intangible a form.

The logomark is a location pin, a symbol of the promise that wherever you go, you are on the map and never lost. The icon system borrows from the wayfinding of airports and trailheads, turning each benefit into something a traveler recognizes at a glance. The illustrations reduce whole destinations to a handful of geometric shapes, a city, a coastline, a mountain range, familiar enough to read as anywhere you might go.

The palette comes from the places people travel toward, black and white leading, with lime, clay, and deep-water blue carrying the energy. The typeface, Slussen, carries the voice, confident enough to hold a headline and plain enough to make a policy legible, because a brand that asks for trust has to make itself understood first.

The result is a brand that feels like the best kind of company on a long road, the one that knows the way, carries the worry, and keeps your eyes free for the horizon. Battleface still begins where other insurers turn back. Now it goes everywhere you do.

"It was truly an amazing and effortless experience working with Studio Freight.” — Andrej Novak, Creative Director