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Anything But Boring: Creating Art out of Life Insurance

Anything But Boring: Creating Art out of Life Insurance

In a world with pop-up banners and rollover images indenting our not-so-personal online spaces, there’s a special place in the hearts of many for inspiring print. We know that print is anything but boring so we’re keen to bring you, the reader of our blog, some of our favourite examples of creative print.  

Life insurance is boring, right? Think again.

Picture this: you hang a conventional life insurance policy on the wall in an aged oak picture frame for your guests to take a look when they’re round. People would be forgiven for thinking that you were counting down the days until you needed to use it wouldn’t they? It just doesn’t work.

In 2014, life insurance firm Beagle Street creatively used print to produce artwork out of its life insurance policy documents. The company commissioned a collective of artists from around the world to create life insurance policies that were a memorable and positive thing to have in the home. Concealed in framed prints, the policies were designed to be hung on the wall so that they never went missing in times of need, such as bereavement or injury. Such was the success of this that in 2015, three more artists were commissioned to take part.

With over £1 billion worth of life insurance policies in the UK estimated to be sitting unclaimed or lost, Beagle Street has begun rolling out these new colourful, vibrant policies to customers, so they can treasure them as a significant possession, as if they were a cherished piece of art. With most of our printed documents a burden to file in an already overflowing cabinet in the back of the mind, the idea of cherishing an object so important can only be created with print media.

The designers of this project were carefully selected because of their bold, memorable design styles. Anthony Burrill for example, is famed for his up-beat and persuasive communications graphics and posters. His exclaiming typeface has been used everywhere from hotels to galleries, and his policy art follows the same principal.

Beagle Street’s ethos behind its insurance products is that it hopes its policy holders will never have to use their policies and Burrill’s design completely reflects this. Additionally, the design works as a standalone print which fits in with the current trend of inspirational slogan décor, another large market in the printing business.

This project by Beagle Street is an archetypal example of the power that print has. It has changed the relationship between policy and policy holder in a way that masks any existing negative connotations that the words ‘your life insurance policy’ would usually have.

It’s anything but boring.