Simplea.cz is a young and unconventional insurance company in the Czech Republic. I was invited by the agency developing their corporate identity to create an original illustration style that would set the brand apart.

I proposed several stylistic directions, and the client selected one featuring a central character — the Green Dog — who became the face of the brand. The character was so well received that it was later turned into a physical soft toy.

The style I developed embraced a touch of dark humor — an unusual tone in the insurance category — which gave the brand a bold, distinctive voice. Over the past three years, I’ve created a large family of characters including people, monsters, animals, and ghosts.

The illustrations have been used across a wide range of touchpoints: website, packaging, toys, merchandise, beer and wine labels, and more.