QBE
A modern digital rebrand at a global scale, without disrupting the existing millions of users.
Website Design
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Brand Definition
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Design System
QBE Insurance group is a global insurance company operating across business, travel and enterprise insurance. Following a major brand refresh, QBE needed a scalable digital system to bring their new identity to life consistently across its global ecosystem. The project focused on redefining their digital ID and expression, building the foundations for a scalable design system.
© 2026 — DEBBIE ZHONG
THE CHALLENGE
QBE needed to evolve its digital experience to reflect a more modernised and energised brand - across an existing complex ecosystem of platforms, markets, and teams.
The challenge was balancing brand expression with usability, accessibility, and consistency at scale.
THE QUESTION
How might we create a distinctive global digital identity that scales consistently across every touchpoint without breaking what’s already there?
WHAT SHAPED THE EXPERIENCE
1/ Create a distinctive, recognisable brand
We amplified QBE’s key distinctive core brand assets - the link symbol, rounded forms, orange strip and QBE cyan - to strengthen recognition and brand equity, building a cohesive, recognisable digital identity.
Every interaction was designed to strengthen brand recognition, creating an unmistakably QBE experience.
2/ Cognitive fluency
We simplified and unified navigation, hierarchy and interaction patterns across the ecosystem to improve usability and make it easier to process.
3/ Built to scale globally
The system was designed for complexity: spanning multiple CMS platforms, 13 languages and multiple markets. We created a scalable design foundation that can be rolled out with consistency across reusable components to flexible templates. Every minor and major design decision was stress-tested to ensure a seamless implementation within an existing system.
THE OUTCOME
A distinctive, more unified global digital ecosystem.
The refreshed experience strengthened QBE’s brand recognition while simplifying digital interactions across every market and platform.
More than a rebrand, the project established a scalable foundation designed to evolve with the business long after launch.
GUIDELINES FOR A BUILD-READY SYSTEM
To support long-term rollout and adoption, we codified the new digital identity into a comprehensive CX ID playbook.
Part strategic framework and implementation guide, the system defined the principles, components and behaviours required to deliver a consistent experience across markets and platforms.
The final output was a 72-page guide covering visual language, component usage, accessibility and implementation detail.
