From Strategy to Launch: How We Built the New Simple Refunds Brand

At Simple Refunds, our mission has always been clear: to make booking refund protection fast, seamless and customer-first. After more than a decade refining a specialist refund service built around people rather than processes, we reached a point where our brand needed to reflect who we had become, and where we were headed.

Working with the team at Curious Cat Digital, we set out to build a brand and website that captured our evolution: a frictionless experience, backed by a trusted, technology-led platform.

Their vast knowledge of the FinTech and InsurTech landscape, combined with deep creative expertise, made them the ideal partners to bring this brand to life. And they delivered it all in an incredibly tight timeframe.

Here’s the story of how this transformation took shape.

Starting With Strategy: Defining What Our Brand Represents

The InsurTech and FinTech landscape is crowded, competitive and often confusing. Too many brands rely on jargon and complexity, where buyers want clarity, transparency and speed.

From the outset, we aligned on a simple truth: refund protection should work for people, not against them.

This became the foundation of our strategic direction and our new proposition:

Refunds, reimagined.

This repositions Simple Refunds from a reactive service to a proactive protection partner. It also shaped the pillars that now guide our communication and product experience:

• -  Customer-first in every interaction
• -  Transparent and trustworthy in every detail
• -  Technology-led and built to scale
• -  Simple, fast and intuitive by design
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• Creating a Visual Identity That Reflects the Experience

As the strategy took shape, our visual identity followed. The rebrand needed to feel modern, confident and minimal, not just for aesthetics, but to mirror the simplicity of our solution.

A Shift Toward Modern Minimalism

Across FinTech and SaaS, brands have embraced cleaner, more functional systems.

Wise's evolution is a great example: bold colours, structured layouts, generous spacing. This modern minimalism signals confidence, clarity and trust, qualities our buyers expect.

Building the Simple Refunds Brand System

Curious Cat Digital crafted a modular identity built for scalability across product, marketing and partner environments:

• -  Colour palette designed for clarity and bold confidence
• -  Precision-led typography for maximum readability
• -  A distinctive arrow-led logo representing smooth movement and frictionless progress
• -  Scalable graphic elements that illustrate a seamless refund experience

-  Minimalism, in our case, wasn’t about removing detail, it was about removing friction.

Developing the Website Alongside the Brand

A modern brand doesn't live on a static page. It’s experienced through every interaction, which made the website redesign a crucial part of this project.

Why Brand and Website Had to Evolve Together

Today, a website is the most important touchpoint for B2B buyers. It must not only look great, but it must also help users understand, evaluate and trust the solution quickly.

That meant rethinking our entire digital presence, not just refreshing pages.

From One Page to a Fully Mapped Buyer Journey

Our previous one-page site couldn’t express the full value of our platform. The new structure delivers a complete, intuitive, end-to-end experience:

• -  What we do
• -  How the refund process works
• -  Who we serve
• -  How we integrate
• -  Proof and trust
• -  Clear calls-to-action
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• The result: a clearer decision pathway that mirrors the real B2B purchasing process.

A Modern, Minimalistic UX

We wanted our website to feel as seamless as our product. The result:

• -  Clean, spacious layouts
• -  Intuitive navigation
• -  Sharp content hierarchy
• -  Zero clutter

-  Custom UI graphics bring our technology to life visually

The Outcome: A Confident, Future-Ready Brand

Our rebrand and website now work as a unified ecosystem rooted in simplicity, trust and usability.

A Stronger Market Position

In an increasingly crowded InsurTech category, we now stand apart with a brand that is:

• -  Modern and technology-driven
• -  Clear and customer-first
• -  Scalable and consistent across touchpoints
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• This transformation wouldn’t have been possible without Curious Cat Digital.

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• Their strategic thinking, creative expertise and hands-on support were invaluable, and their ability to deliver a full rebrand and website build in such a short timeframe was remarkable. We couldn’t have hoped for better partners.

Looking Ahead

The FinTech and InsurTech landscape is evolving fast, and brands must move with it. Buyers expect clarity, simplicity and a product-led story. Our new identity and website embrace this shift and prepare us for the next stage of growth.

The future of refund protection is seamless, intuitive and designed around real people. And now, our brand finally reflects that.