The Ease of Expertise
Sompo is one of the world's largest insurance groups, operating across markets where trust, precision and authority are non-negotiable. The brief was to evolve the existing visual identity for motion and to give it vim and vigour with a consistent language that could work globally.
Working with Free Brands I developed an approach to motion from the supplied brand assets, making the key art direction decisions about how photography, footage, typography and graphic elements would be brought into a single, coherent system.
The central challenge was one of tone. Insurance brands often default to either cold efficiency or a forced warmth. The motion direction was deliberately calibrated between the two which made it both contemporary and precise in its graphic structure with a playfulness in the animation timing that makes the brand feel confident.
The result is a motion language that reflects Sompo's ease of expertise.
Working with Free Brands I developed an approach to motion from the supplied brand assets, making the key art direction decisions about how photography, footage, typography and graphic elements would be brought into a single, coherent system.
The central challenge was one of tone. Insurance brands often default to either cold efficiency or a forced warmth. The motion direction was deliberately calibrated between the two which made it both contemporary and precise in its graphic structure with a playfulness in the animation timing that makes the brand feel confident.
The result is a motion language that reflects Sompo's ease of expertise.