Foliume is an AI-powered insurance platform serving brokerages, agencies, and bancassurance across Spain and the UK. For Estudio Blum, the project spanned the full construction of the brand system and its implementation across a complete website redesign.

We developed a brand system built around a concentric arc isotype, with a color palette anchored in deep violets and blues and a typographic pairing that combines Inria Serif — bringing editorial warmth to headlines — with Inter for interface text. The system includes two proprietary graphic resources: concentric arc textures and mesh gradients, each applied in different color variants depending on context.

We redesigned the entire site in Figma and migrated it into Webflow — home, pricing, and product pages — with custom illustrations for each solution (Wilfredo, Client Hub, Voice Agents) that translate technical AI concepts into clean, spacious visual compositions.

To keep visual consistency across marketing content, we developed AI image generation guidelines for blog cover art — a documented style reference (color treatment, composition, motifs drawn from the brand's arc and mesh-gradient language) that lets Foliume's marketing team generate on-brand illustrations independently, without needing a designer for every post.