“We See The Future in You.” B2B Platform
AIG
We worked with AIG Life and Insurance to relaunch the brand and bring more humanity to the brand.
A B2B rebrand and marketing campaign targeted financial advisors, plan sponsors, and plan administrators, celebrating all they do for their clients, while also providing them with the messaging and tools to bring the promises of AIG’s products to life. According to brand research, after the launch, the likelihood of financial advisors being more interested in offering AIG products increased by 37%.
(The pandemic interrupted our plans to shoot the anthem spot in a classroom. We quickly pivoted to shooting the entire film over zoom.)
Driven by the need for very loose brand guidelines and a minimalist toolkit given the number of AIG assets, and stakeholders we designed a very simple and direct brand approach. Arriving here was an exciting challenge that required us to collaborate very closely with key stakeholders across the entire organization.
The toolkit consisted of just two main brand colors, a typeface, and the “photography corners” visual. The concept was based on embracing blue sky thinking, but “framing up” the concrete actions one needs to take to achieve the financial security one envisions.
AIG Life and Retirement business units core content.
