Objective

The brand Aegon had not been changed since 1983 when it was first introduced. In 2022, the rebranding project started. Not only did we begin the rebranding, but a new purpose was also introduced: “Helping people live their best lives.”

This new purpose was translated into a fresh and colorful identity that symbolizes the diversity of moments in life.

The identity was developed by Total Design.

My contribution:

• Creating and leading workshops with the different business units from Aegon globally.
• Lead designer in the development of the new Aegon.com
• Contributed in the development of the digital design system
• Created an interim branding guidelines, to help the old brand evolve into the new.
• Helped developing and implementing the new guidelines in the renewed branding platform.
• Developed new email templates
• Implemented the new branding into internal systems as intranet, Workday and the Global Learn Platform of Aegon.

Digital Design System

Together with the digital design team from Total Design we developed the Aegon digital design system in Figma. These building blocks were the fundaments for creating our website www.aegon.com, the intranet, and the multiple internal HR systems.

Rebranded Aegon.com

With the new visual identity there was also a new tone of voice. With less words and images, we tried to create a structure that was direct and reflecting the needs of our main audience; stakeholders, investors, journalists and people who are interested to work at Aegon.

After research and interviews with the main audience and stakeholders within the company, we made changes in the structure of the navigation. We took out layers from the navigation and tried to make the journey direct as possible. Clear and simple, but not boring.

Aegon Brand Center

Creating the new brand center structure and maintaining the platform with the new guidelines and updates. Develloping new templates and give workshops how to use them.