A visual step forward

Think Forward is about people. About the impact on their lives and futures. When Aegon asked us to help elevate the brand to a higher level, its visual language did not reflect this. Similar to those of its peers, visuals felt business-like and were missing a human touch. Creating a clear gap for them to stand out from the crowd. Aegon now sets itself apart with a new visual language that focuses on real people, authenticity, diversity and warmth in photography, illustrations, digital elements and color. With this, Aegon breaks away from traditions in the industry and fully embraces its unique and human personality.
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Close to the next step

Since real people are a key element, the new photography concept ‘Close to the next step’ focuses on just that. Dutch photographer Desiré van den Berg captured undirected scenes, with authenticity at its core. The people portrayed are real families from different backgrounds, in their own homes. By staying close to the subjects, surroundings become less relevant. All that is left is emotion. The style of the photos is warm and positive, utilizing the natural morning light. Aegon’s photography has a compelling effortlessness to it. Capturing real life and creating an intimate connection with its viewer.

Contrary to its photography, Aegon’s tailor-made illustrations give a more explicatory context to the products. Used in a literal way to help convey a message, rather than visualizing the subtext of the brand messaging. Illustrations are adjustable in both colour and composition - making it easy for Aegon to match them to any product or purpose. A simple sizing system distinguishes different illustration types for different uses. The illustrations evoke the same warmth as the photography style. Making sure both styles complement each other. The style is handmade, unrestricted and embraces small imperfections. Giving off a sympathetic, analog sense and aligning the illustrations with Aegon’s unique human personality.

Aegon’s new visual language is a direct reflection of the core of its business: people. With its authenticity, diversity and warmth, interacting with Aegon now feels like a close and human encounter. Differentiating Aegon from the rest of the industry and making sure the brand stays relevant with its customers. Thinking forward from all perspectives so to say.