Researched & written by Kenzie S.

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We’re a non‑advised broker, so we don’t recommend specific products or insurers. This article is for general information only.

Read time:

2–3 minutes

Published on:

10 Sep 25

Topic:

Company announcements

At Protect Line, we are delighted to introduce Hugo the Heart, our new mascot and the embodiment of “The Protect Line Way.” Hugo represents our commitment to enhancing customer experiences and fostering a trustworthy, friendly environment. 

Hugo joins our team with a mission to humanise our brand, bringing joy, encouragement, and empathy to every interaction. As the face of Protect Line, Hugo helps to navigate the often-daunting topic of life insurance, demonstrating its importance and the positive impact it can have on families. His caring and approachable nature reflects our dedication to providing warm, compassionate service to all. 

A symbol of Our values

Hugo is more than just a mascot; he is a reflection of Protect Line’s core values: Care, Collaborate, Dare, and Deliver. Designed with a hand-drawn charm, Hugo’s imperfections emphasise authenticity and the human side of our brand. Although voiceless, his expressive gestures and animated features vividly communicate his purpose. 

The journey to Hugo

The creation of Hugo was driven by our desire to make life insurance conversations more approachable and to accurately represent Protect Line’s values and culture. From an initial idea to a beloved company symbol, Hugo has become integral to our brand identity. 

Jo Brewer, CEO of Protect Line, shares, “We are delighted to introduce Hugo, our new company mascot, who embodies the spirit and values of our brand. From his imaginative conception to his vibrant realisation, Hugo’s journey has been nothing short of extraordinary. We are excited for Hugo to become an integral part of our story enriching our brand’s identity.”