ASMR for insurance

Context

The brief was deliberately strange: combine ASMR with insurance. Two words that have no business in the same sentence. The goal was to make Plum’s benefits feel calming and approachable instead of dense and intimidating, and to position Plum as a brand playful enough to even try it. My first reaction was that these two ideas just didn’t fit together.

Moodboarding

So I stopped forcing a connection and started moodboarding the core meaning of each idea separately. ASMR is about slowing down, sensory calm, being gently walked through something. Insurance, at its best, is exactly that: reassurance. Once that overlap surfaced, the whole thing stopped feeling like a stretch.

My takeaway: when two concepts feel incompatible, you don’t bridge them at the surface, you break them down to what they actually mean and build a shared visual language from there.

How it came together

I designed the sub-brand from scratch, logo, typography, and a soft, soothing palette tuned to the mood of ASMR, then shaped the experience itself: an interactive, sound-on web piece that walks you through what insurance feels like when it’s gentle. I worked closely with the growth engineer to build it in Webflow, which meant constantly balancing creative intent against what the tool could actually ship, a good lesson in designing with feasibility, not against it.

Testing and polish

I ran informal testing by sharing the prototype with people outside the project, watching for whether it actually engaged and relaxed them. Their feedback reshaped the final piece, I refined the animations, the pacing, and the typography for readability, until the experience struck the balance I wanted between UX, visual craft, and the ASMR effect itself.

What it changed

The piece turned a famously dry topic into something memorable and a little unexpected, and I extended it into a full campaign world, social posts, Spotify podcast covers, and more. People spent real time inside the experience, insurance came across as welcoming, and Plum landed as a playful-yet-professional innovator in a category that rarely gets to be either.