AIA is the world-leader in the health and wellbeing insurance market. Working across multiple territories, over the years they had developed a plethora of mobile apps, all designed, named and branded very differently. They wanted these to be unified under one new ‘super app’ – that had to both work for existing customers and engage the casual ‘app-curious’ new ones.
Working with global partner Hoxby and regional research specialist Insites Consulting, we went through an in-depth naming project, with focus groups held throughout Asia. The chosen name; “AIA+” was universally liked across the region and leveraged the power of the brand whilst hinting at the extras you could expect.
We then worked on the branding and design elements – including the crucial app icon, alongside the wider brand language, colour palettes and more. The simple addition of the “+” kept the trusted AIA brand front and centre, keeping existing customers on-board. Everything was tested with audiences in Thailand, Singapore, Malaysia, China and beyond to research cultural fit, symbolic meaning and much, much more.
The result: AIA+ was as simple as we could have hoped for – trusted, on-brand and effective.
Visit: AIA+
Skills & tools
- Brand Naming
- Quantitative & Qualitative Research
- Branding & Icon Design
AIA+ Launch Video
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