PROJECT
Branding, Digital Products
CLIENT
Singlife 2019
CONTEXT
Over the last 24 months, SingaporeLife had been on a transformational journey to introduce new products to market, and play a bigger role in people’s lives, beyond life insurance. With this change came increased competition against other Fintech brands. Singaporean customers were "Paralyzed by the possibilities and suspicious of the solution." when looking for financical solutions.
The previous Singapore Life identity had served well, helping them look like an established brand in the sector, and gained them trust & credibility. However, to be distinguishable in a market, it was clear their brand needed to be reimagined. R/GA Singapore and Sydney, were engaged to refresh Singlife's identity, to reflect their new role and compete with other next generation brands.
R/GA Singapore engaged with existing customers for insights, developing Singlife's Brand Strategy. Tying the notion of security through financial wellbeing. The design system was informed by the active purpsose "To reshape finance to unlock the potential of money for everyone."
BRAND NARRATIVE
We’re reshaping finance to unlock the potential of money for everyone.
Introducing the connected financial solution designed to help you focus on life.
We’re the new unbounded source of energy within financial services.
We’re dynamic, connected, and adaptable.
We’re here to shock the system, to break the inertia, so you can do more with money.
Like the Little Red Dot itself, we’re at the epicentre of innovation, generating positive momentum that radiates throughout the region and the world. services have failed us.
Yet the other services in our lives have transformed around us, unlocking our potential with every opportunity.
Singlife's brand system was a reflection of this. Using energy as a symbol for finance, energy can be harness, reshaped, and directed. A symbol of growth; of life; of Singapore.
A dynamic brand system brought to life with motion. The shape of the burst extends itself to create 2 sub-identities for Singlife Grow (investments) and Singlife Protect (life insurance).
OUTCOME
In 10 weeks we developed a flexible brand system that is able to evolve, and grow with their business. We also delivered core website templates, and an MVP mobile app, so that the brand system could hit the ground running; Singlife launched their brand publicly on September 2019.
R/GA TEAM
R/GA Sydney
Brand Strategy: Brady Clarke, Roana Brito
Design: Ben Spooner, Robert James Powell, Minh Bui, Joe Sanderson, George Adams
Experience design: Ming Chan, Robert Chalmers
Verbal design: Pim Lai, Tommy Lai, Aiktiao Tay