Assicurazioni Generali S.p.A. is one of the world's largest insurance company with a successful history of 190 years. With over 40 years of presence in Hong Kong, it recently changed the business strategy by expanding to the B2C market.

We started our long term business relationship with the global team before the set up of local marketing department. Our team became the satellite design department to assist with all design needed, from printed brochure, social media post to product launch video as well as user guidelines for digital tools.

Refreshing design
for B2C market

My Role

Concept development

Creative direction

Illustrations

Storytelling

Client

Assicurazioni Generali S.p.A.

Assicurazioni Generali S.p.A. is one of the world's largest insurance company with a successful history of 190 years. With over 40 years of presence in Hong Kong, it recently changed the business strategy by expanding to the B2C market.

We started our long term business
relationship with the global team before the set up of local marketing department. Our team became the satellite design department to assist with all design needed, from printed brochure, social media post to product launch video as well as user guidelines for digital tools.

Creative Process

I worked directly with cross-functional team including sales, marketing, products, digital transformation to understand their requests and goals. Created the brief and timeline, then allocate resources from my own team and outsourced partner to complete the tasks. For marketing campaign project, I was the creative director in setting the tone of design to ensure the brand consistency across all channels. For video project, I was the story teller to create the flow and art director for the animation style.

Brand Ambassador

To stand out from other insurance and financial institutes and attract younger consumers. My team created a mascot as a brand ambassador for Generali's social media platform, the winged lion concept is derived from the corporate logo. It has been widely use in all the B2C marketing materials.