A visual step forward

Some people live to plan. Others rather focus on the now instead. Whatever way we prefer to live our lives, we all know it's important to look ahead. Think Forward, Aegon's brand strategy for one of the Netherlands' most recognised names in insurance, banking, pension and investment, is built on exactly that. When Aegon asked us to elevate the brand, its visual language told a different story, business-like, generic, missing a human touch. We rethought its photography and illustration, building an identity around real people, authenticity and warmth. Dutch photographer Desiré van den Berg captured unscripted moments with real families in their own homes, letting emotion take centre stage. Where photography carries feeling, tailor-made illustrations do the explaining, literal, product-focused, yet handmade and warm enough to keep both styles in sync. Interacting with Aegon now feels like a close and human encounter.