AAAM Associates

// what it is

A real agency in Kechery, Thrissur, run by a licensed agent for Life Insurance Corporation of India and National Insurance Company. The entire brief arrived as a photograph of a business card.

// the problem

The card listed its services as two dense columns of bullets — vehicle and health insurance next to RTO tax payment, train ticket booking, deed preparation, photostat, and land survey. That is an accurate description of a small Indian services agency and a completely unusable site menu. The work was mostly structural: turn a flat list into something a worried customer can navigate.

// decisions

1. 01

   Six categories, derived from the card

   The bullets were grouped into Insurance, Investments, Government & RTO Services, Travel Booking, Documentation Services, and Land & Construction. The groupings are my organisation of the business's own words — no service was added, renamed into something grander, or dropped.

2. 02

   Nothing invented, including the flattering things

   No testimonials, no years-in-business figure, no customer count, no IRDAI licence number, and no stock photography implying a particular office or staff. Only the LIC and National Insurance relationships actually printed on the card are claimed. The hero is a hand-coded SVG mark instead of a photo.

3. 03

   The home address was left off on purpose

   The card printed a residential address alongside the office one. A private home does not belong on a public business site, so only the office address is published — a decision I raised explicitly rather than made silently.

4. 04

   The enquiry form knows what it is about

   Its subject dropdown maps one-to-one onto the six service categories, so an enquiry arrives already labelled. For an agency whose services span insurance and land surveying, knowing which one someone is asking about is most of the triage.