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Bespoke Medical Indemnity

Bespoke Medical Indemnity is a private insurance company offering tailored and personal insurance to physicians. They are disrupting the current model of medical indemnity protection. We partnered with them to deliver a new brand and website.

Surgeons Bent Over Patient On Operating Table.

The Brief

The scope of the project was to create a new brand and website for Bespoke Medical Indemnity (originally Bespoke Medical Protection). We were tasked with placing the brand away from the current competitors in the space and ensure an agile, modern and independent feel was given to the brand and website.

The Process

The Bespoke Medical Indemnity project started with an in-depth discovery and research stage. We broke down the closest competitors and highlighted the trends, strengths and weaknesses of each one. We presented these findings in our branding deck book, to help fully explain our findings to the client.

The results revealed that companies in the industry followed a trend of dated serif typefaces matched with traditional colours. This did not align with the approachable, modern feel Bespoke Medical Indemnity were aiming for. It became clear to us that we would need to move away from the industry’s mould and focus on creating something very different.


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We worked through a number of options before coming to a concept we really felt was ‘the one’. From there we explored typography and colour options, in order to really nail the personality they were trying to acheive.

BMI Branding On Surgeons

Website Design

We really wanted to push the boundaries of the industry with the website design. As a disruptive company, joining well established businesses, it was crucially important for BMI to stand out and position themselves well ahead of the competition.

We packed the website full of useful interactions and experience driven features. We hand built a quote and appointment booking system, integrating it all into the backend of the website. Allowing the team at BMI to manage everything from one spot is great for workflow.

BMI Website Visuals


It’s important to consider all screen sizes when handling a web project. The number of users who primarily browse the net on their mobile is rising every year and it doesn’t look like it will be slowing down. Responsive design was something we made BMI aware of and they made the decision to include it as part of the project.

We built the Bespoke Medical Indemnity website to be a great experience across each type of device, from tablet to desktop to mobile. We adapted different functionality, at each stage, to ensure the website is not just usable, it is enjoyable.



BMI Responsive Design

Scope of work


  • Brand Strategy
  • Visual Identity & Assets
  • Collateral
  • Marketing Materials
  • Tone of Voice

User Interface

  • User Flow Mapping
  • Content Strategy & Production
  • Wireframing & Prototyping
  • Visual Design
  • Responsive Design


  • Development Consulting
  • Front-end Development
  • WordPress Integration
  • Support & Maintenance
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