Redefining QDOS Contractor Insurance
In 2022, QDOS Contractor Insurance embarked on a bold transformation. The brand faced perception challenges—seen as outdated, corporate, and dominated by masculine energy in a diverse marketplace. My mission was to reset QDOS's position in the insurance landscape, connecting it with today's varied flexible workforce and creating a strategy that speaks directly to modern self-employed professionals. This vision materialized through a comprehensive rebrand spanning identity, digital presence, and social engagement.
The QDOS Transformation
QDOS faced the dual challenge of an outdated, male-dominated image and fierce competition from both established giants and nimble newcomers in the insurance market. To overcome this, I crafted a framework connecting story, position, and persona into one cohesive strategy.
At its heart, QDOS exists to make business insurance easy to understand and easy to buy. By 2027, it will emerge as the most trusted name in business insurance—growing its customer base by 20% and reaching £20M in premiums.
Moving beyond the one-size-fits-all approach, I tailored QDOS's offerings for today's diverse self-employed professionals—from IT contractors to dog groomers.
Committed to eliminating jargon, educating with clarity, treating everyone as individuals, and bringing creativity to a traditionally corporate landscape.
The Outcome
The designs captured both the strategy and QDOS's refreshed identity which targeted the "100% All-in" early adopters who would naturally draw in a wider audience through their influence. By generating meaningful disruption and meeting the audience where they already gathered, we created genuine marketplace conversation.
The Impact
Working hand-in-hand with QDOS, I revitalised their brand strategy to resonate with today's diverse self-employed professionals. The comprehensive digital approach—featuring a reimagined website and integrated social campaign—established QDOS as a true market challenger. This transformation demonstrates that even in a saturated industry, thoughtful strategy paired with bold creativity allows brands to reinvent themselves and flourish in the digital landscape.
