Honest Quotes
Rebrand • UI Design • Brand System • Guidelines
What I Did
Brand Identity
Visual Refresh
Digital Look and Feel
Creative Direction
Website Styling
The Brief.
A clearer identity built around honesty, not just comparison.
Rebrand & Launch
Client: Honest Quotes (via Sales Fuel)
Role: Lead Designer / Project Manager
View the website
www.honestquotes.co.uk
Honest Quotes looked outdated and did not reflect what the company actually offered. The brand positioning was unclear, and the website felt cluttered and transactwional. The business needed a visual identity and digital direction that communicated value through transparency, rather than competing on price alone. The goal was to create a brand that felt trustworthy, clear, and shaped around the customer’s real needs.
The Idea.
“"Design that feels honest.”
Shift the brand story from cheap quotes to vetted, trustworthy recommendations. Introduce a warm, confident look that supports absolute transparency. Use an open layout, softer colours, and a clear structure to make the experience feel reliable and straightforward.
The Execution.
The successfully revitalised the brand's visual identity by embracing a more subdued colour scheme, contemporary fonts, and enhanced spacing. My approach cultivated a fresh and inviting aesthetic for the website, where every page was carefully designed to provide a smooth user experience, minimising clutter and focusing attention where it matters most.
The pitch centred on repositioning the business: instead of being the cheapest, Honest Quotes becomes the service that checks, vets, and compares options to find the right fit for each customer. This insight informed the visual and verbal direction, helping the brand feel more credible and customer-led.
The Result.
A complete shift in the brand story: from cheapest quotes to the most honest ones.
The redesign gave Honest Quotes a stronger, more meaningful positioning that better matched how the service actually works.
Engagement improved as the website became more transparent and easier to navigate. Most importantly, the business gained a new identity built on trust, transparency, and customer needs.
“Craig’s pitch was the moment it clicked. We stopped competing on price and started communicating our real value. He gave us a brand that is genuinely honest.”
— Marketing Director, Sales Fuel Ltd