Covered

Usurance

One of the biggest challenges in the auto warranty insurance business is overcoming the preconceived notion that the space is filled with fraudulent bad actors that overpromise and underdeliver. In fact, Consumer Reports says not to buy extended auto warranties. Period. Since our brand would be the new disruptor in the category, we needed to break out of the usual and create a fortune 500 looking (and sounding) brand that exuded confidence and strength.

Our strategy led us to the insight that consumers really don’t understand what mechanics are saying and why repairs cost so much. “Repair jibberish” is the language spoken by mechanics when they try to justify your enormous repair costs. We designed Usurance to be the perfect repair concierge, so you don’t have to worry about repair jibberish because your repairs are covered. This new, game-changing company was on a mission to be an agent for the people. This led us to the name “Usurance” and a logo mark and brand platform that communicated confidence. In addition, TheorySF developed a website with deep technical abilities to build and sell appropriate policies and brand launch creative (outdoor, online, video).