With over 85 years of history in the market, Prudential is one of the largest and most recognised insurance companies in Singapore. However, whilst dominant in the mass and mass-affluent segments, the company had little presence in the fast growing ‘high net worth’ segment. In a significant departure from the brand’s mass market positioning, Prudential decided to develop a bespoke high net worth brand, built on a proposition of tailored wealth management.

Their ambition was to disrupt the conventions of high net worth wealth planning - a conservative category dominated by banks and rival insurers. They asked us to create the proposition, personality, name and visual identity system for a new brand to be endorsed by Prudential.

The brief identified three micro segments within the high net worth population. All profiles shared one thing in common – a desire to transform their wealth into uniquely crafted legacies for future generations.

Opus by Prudential behaves more like a lifestyle, fashion or editorial brand rather than a financial institution. The photography style is editorial, un-posed and contemplative – a far cry from the staged family portraits that are so prevalent in the insurance category.

Materials and finishes underscore the brand’s tone of understated luxury, with rose gold foil detailing, subtle debossing and carefully selected finishes creating a sense of quality in the hand.

The identity system pivots on a hand-crafted alphabet, with each 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.

The alphabet is used to bring a personal touch to business cards and even bespoke jewellery, which is gifted to each new member joining the exclusive Opus club.