SWAN's Identity Refresh

Context

Closing the Gap Between Exclusivity and Accessibility. For over a century, SWAN, a leading insurance company, has had a distinct image deeply ingrained in people’s minds - an image of a corporation that didn’t seem quite universal enough to cater to everyone.

Client

Year

2022

Service

Branding & Design, Space Design

Sector

Financial

Challenge

So, the question arose: how can a brand maintain its premium status while strengthening its identity through a more inclusive approach?

Solution

For the rebranding of SWAN, we dismantled barriers by wholeheartedly embracing imperfection and inviting normalcy to join us.

Guided by the philosophy of accepting and celebrating flaws and imperfections as integral parts of the human experience, we swung open the doors to those who once felt excluded.

Our aim was to create an environment that speaks to all and fosters a profound sense of belonging and acceptance.

01We drew inspiration from SWAN’s under-utilised color palette, comprised of more welcoming hues.
02These vibrant shades were transformed into fashionable gradients and applied to imperfect organic shapes.
03Moving away from overly posed and inauthentic photography, we transitioned to real people in real situations, capturing genuine emotions.