Prudential identified three micro segments within the high net worth population in Singapore. All profiles shared one thing in common – a desire to transform their wealth into uniquely crafted legacies for future generations. We developed an entirely new insurance brand built on the idea of ‘expertly curated futures’, and a name – Opus – derived from the Latin ‘magnum opus’, meaning ‘great work’ or ‘masterpiece’.
Read moreThe identity system pivots on a hand-crafted alphabet, each character with a unique combination of strokes and lines, formed out of a grey and rose gold colour palette. Our intention was to create a tonality of considered elegance, slightly reminiscent of the strokes of monetary symbolism without being too literal.
Creative Director: Dan Vasconcelos
Strategy Director: Katie Ewer
Design Director: Alex Stewart
Designers: Chris Stevens, Iwan Sutanto, Russell Pearce, Luke Thompson
Motion design: Daniel Kennington
The ideas of crafted legacy and long-term view were expressed through prestigious welcome gifts such as the opportunity to co-create a special blend of whisky – to be enjoyed only in twenty years’ time.
The Opus brand design captures the uniqueness of our offering and our focus on providing a clearly differentiated experience. The JKR team played a pivotal role in shaping the proposition, creating a brand identity with depth, form and distinctiveness to meet our brief.