Branded transformation for life insurance joint venture

29 November 2020

The Heng An Standard Life (HASL) brand was formed by China’s TEDA after acquiring Standard Life Asia

UK insurance pioneer Standard Life Aberdeen joined forces with China’s state-owned insurer TEDA to form a new business in 2020. The joint enterprise seeks to strengthen its insurance business in mainland China and Hong Kong, and develop regional opportunities.

The company goes to market under a new brand, Heng An Standard Life Asia, (HASL Asia).

HASL Asia invited Stepworks to join its brand building team to create an international brand. The new brand offered the opportunity to cultivate a globally relevant corporate culture from the heritage of a UK insurer and a China state-owned enterprise.

Getting more from brand building

After TEDA confirmed the brand name and logo, Stepworks developed an identity that would engage team and customers. This was based on the idea: Get more from life.

To launch the unified new business with a strong proposition, the key idea was expressed as: One plus one equals more. 

These concepts were reinforced through the design language. Two dynamic circles express one plus one – the synergy of two cultures. Stepworks developed a comprehensive design system based on the logo and the brand model. 

Web-shared transformation

The website was central to the rollout of the new brand as it was a key touchpoint for all stakeholders. Stepworks worked with HASL to produce a new website based on the agreed creative direction and stringent technical requirements.

The project included UX and UI, coding, and key content, with messages, images and video expressing the core brand identity.

This website is envisaged to bring focus to the organisation’s digital transformation efforts, aligning and expressing a shared vision to become a leading, progressive insurance brand.

Reaching out with success for every stakeholder

Stepworks expressed the HASL brand in multiple channels and forms, delivering a strong launch relevant to every stakeholder.

Among these were a corporate brochure and product campaign components including brochures, posters, videos and a team training deck.

Every item followed a set of brand guidelines produced by Stepworks. Methodical teamwork ensured a strong consistent brand for the launch of HASL Asia, allowing effective development going forward.


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