Health Insurance Zen were looking for something that conveyed their message that health insurance didn't need to be as scary or massive as it seemed. In fact, you could even have peace of mind when it came to finding the right insurance type for both you and your family.
My thought process started with the things that were in my mind, peaceful. Going on a walk with my wife is peaceful. Enjoying the sunshine is peaceful. Hey, maybe even going to the park and flying a kite is peaceful.
So I decided to expand on that imagery of a kite since HIZ's main goal was to help their clients "get off the ground" when it came to health insurance.
And to ruin the surprise - the kite's tail is even a cursive "Z." That was pretty fun to create!