VFS Seguros
VFS is an insurance brokerage specialized in nautical coverage, boats and yachts, while also serving other lines. They came to me for a premium identity that matched the world they operate in. The result is a confident, authoritative brand: a symbol drawn from the silhouette of a boat, a deep navy and electric blue palette, and a tone that feels established, trustworthy and in command.
- Client
- VFS Corretora de Seguros
- Year
- 2025
- Services
- Brand Identity · Art Direction
- Tools
- Figma · Illustrator
Concept
VFS operates where premium and protection meet: insuring boats, yachts and the lifestyle around them, alongside other lines of coverage. The brand needed to look as considered as the assets it protects.
The strategy leaned into a single archetype: the Ruler. Established, authoritative and reassuring, VFS speaks to clients who expect competence and discretion, not noise. Every decision was made to feel premium and in control.
Personality
Confident, composed and trustworthy. The brand carries the authority of someone who has seen it all and handles it calmly. The tone is direct and reassuring, the visual language structured and restrained, signalling stability to clients who are protecting things that matter.
Symbol
The symbol is built from the silhouette of a boat, abstracted into a clean, forward-moving mark. It nods to the nautical specialty without being literal, and works as a confident standalone icon, premium at any size, from a lapel pin to a building sign.
Color & typography
A deep navy anchors the system with depth and authority, lifted by an electric blue that adds energy and a clear nod to water. White keeps everything open and premium. The wordmark is strong and structured, pairing clean letterforms with a quiet, refined descriptor, so the brand reads as established and self-assured across every application.
Brand in use
The identity was built to hold its premium feel everywhere: a responsive website, social, print and signage. From the digital experience to outdoor and the physical office, the system stays structured, calm and unmistakably VFS.
Outcome
The result is a strong, commanding brand that finally matches the level of service behind it. Premium, coherent and built to last, VFS now presents itself with the authority its clients expect, on the water and beyond.
