Verbal identity
The brief
The AVIVA identity was beginning to look tired. Keeping familiar elements like their signature yellow, we needed to refresh it – as well as creating a complete set of brand guidelines. A key element was the need to incorporate the brand’s new corporate philosophy of ‘Good thinking’.
The insight
Understanding ‘Good thinking’ – which Aviva had created with another agency – was key, as well as a thorough and comprehensive overview of their business and strategy.
The idea
We carefully chose brand experience principles to perfectly encapsulate the creative thinking, positive energy and beautiful simplicity at the heart of ‘Good thinking’: inventive, intuitive and uplifting. The new identity and guidelines are fresh, modern and ‘digital first’, dovetailing perfectly with Aviva’s ambitions.
Brand book
Aviva were so happy with the way we captured the essence of their new brand that I was asked to write their ‘brand book’ – a key touchstone of ‘Good thinking’ to be given to senior employees internationally. The book weaves multiple complex initiatives into a single coherent and focused narrative.