# Brand Expansion Through Narrative

URL: https://www.milesroxas.com/works/brand-expansion-through-narrative
Published: 2025-05-12T01:46:44.901Z
Updated: 2026-10-15T00:23:18.805Z

Brand expansion and Webflow design for Arturo's AI property intelligence platform, using scans, heat maps, and scrolling narratives to explain its value.

A growing company established a brand narrative that guided creative decisions across its digital presence and key initiatives.

Client: Arturo

Insurance Tech

Lead Design / Development

Capabilities: Brand Expansion, Website

Arturo is an AI-driven property intelligence company that empowers insurers to make faster, smarter, and more accurate decisions across underwriting, risk management, and claims.

## Background

Arturo had an ambitious and exciting roadmap when they approached my team. They were gearing up for a major funding round, products and services launch, all anchored by a major brand refresh.

Starting with an incredible foundation they partnered with us to expand their identity and launch a website capable of presenting the impact of their products and services to the insurance industry.

### My Role

From production and resource planning to hands-on design and development, I lead my team through an ambitious scope and an extremely tight timeline. As the main point of contact, I presented all work and developed the complex interactions and animations on the website extending the capabilities of Webflow. 

### Collaboration

My team produced concept designs and iterations based on my creative direction. I was responsible for refining page mockups and comps as well as implementing client revisions throughout the entire project.

## The Vision

Position Arturo as the most intelligent solution for the insurance industry. Create a digital destination capable of communicating how they help carriers navigate the complexities and risks inherent in insurance.

To expand the brand, we explored ways to visually represent Arturo’s technical capabilities. We found references for visual scans and heat maps emphasizing Arturo’s ability to analyze large sets of data.

The new brand included a glass treatment. We expanded this style to explore visual styles with refractions and lighting through gradients. 

As we explored how to use light as a visual metaphor, we also produced complimentary visuals that introduced other materials while still incorporating the presence of light.

Animated abstract surfaces added a unique and technical aesthetic to the overall look of the brand.

Discovery

## Finding solutions to expand visual language

3 distinct ways to tell an impactful story.

## Ambitious

## Bold

## Intelligent

## Design

**Through close collaboration** we settled on key aspects of each direction to establish a branded web experience.

Scans and heat maps proved to be the strongest metaphor for conveying and reinforcing the brand narrative.

I integrated the visual metaphor at key moments across the site, starting on the homepage with a concise yet impactful animation that introduces Arturo’s brand and value proposition.

To introduce the product, I designed a narrative experience to communicate value and utility

## The Platform Overview

The website's most ambitious moment is when you dive into a dedicated platform overview page. 

In keeping with a narrative driven approach to content, I developed a dynamic scrolling experience that presents Arturo's end-to-end impact.