designed for app store
With the merger of 2 entities - Singlife and Aviva (Singapore), rebranding works were executed while adhering to new brand guidelines.
The strategy was to gradually phase out Aviva brand, so as to allow existing customers and people who are familiar with Aviva to be aware of the merger. It’s also to introduce and expose Singlife as a brand to the public.
The rebranding works are to be delivered in 2 phases, with a year gap in between due to its dependency on Aviva brand usage rights.
1st phase would be a co-branding of Singlife and Aviva Singapore, and 2nd phase would be the removal Aviva Singapore.
How might we make a subtle update between 1st and 2nd phase for a smoother transition of branding?
Minimal usage of Aviva logo and Aviva blue colour
To minimise impact of logo updates across all touch points in 2nd phase (especially for public facing products).
Visual inconsistency of Aviva app icons
All internal facing apps used by either Business or Financial Advisers (FAs) differs as different visual language is used.
Came up with different design variations based on existing app names, to ensure design caters to both minimum and maximum characters.
for brand guidelines and strategy alignment of design.
Singlife Grey and Aviva Blue colour are used to differentiate between public and internal facing apps. It’s also easier for Business/FAs to recognise the apps at a glance, given the design consistency for all apps.
