Challenge

Pensions and life insurance are frequently seen as a dull yet unavoidable necessity. Many people prefer to ignore planning for their financial future altogether. Aegon sought to break through this indifference and reposition itself as a brand that inspires people – including younger generations – to live longer, richer, and happier lives.

This ambition represented a significant departure for a 180-year-old financial services company. The existing brand felt traditional and outdated, with a logo unchanged since the 1980s and a visual language that blended into the crowded financial services landscape. Aegon needed a fresh identity that aligned with its redefined strategy, supported its transformation, and maintained consistency across a global organisation with operations in the US, Europe, and Asia.

Idea

TD introduced a bold, category-defying brand identity centred on a clear promise: Live Your Best Life. The team refreshed the logo with respect for Aegon’s heritage while reimagining every aspect of the visual identity. Optimistic photography, dynamic colours, a custom typeface, and graphic shapes – each representing different life stages – combined to convey energy, empowerment, and positive longevity.

A future-proof brand architecture and a unified design language ensured global consistency while allowing for local adaptation. The design system is powered by design tokens and includes components, motion, and interaction patterns. This enables cohesive behaviour across all digital and physical touchpoints.

The result is a visual identity that honours Aegon’s past while embracing new possibilities.

Result

Customer research demonstrates a strong positive impact across markets and business units:

• “Aegon is a breath of fresh air in the category”: Agreement increased by 14%, rising from 56.6% (old brand) to 70.6% (new brand).
• Website engagement uplift (Transamerica): Page views increased by 5%, time on page rose by 12%, and actively engaged users grew by 21%.
• Global ranking improvement: Aegon Asset Management climbed 25 places—from 69th to 44th—in Living Ratings, which ranks the top 100 asset managers globally based on brand and digital intelligence.
• Emotional response: The “Best Life” photography elicited a 7.5% higher emotional response compared to previous corporate imagery.

Aegon now stands out in financial services as optimistic, human, and future-focused.

Source: Visual Identity & Purpose findings, Guy & Co, May 2024