Developing prestige cues for a premium audience in Asia


Pan-Asian life insurance group AIA worked with us in partnership to develop a compelling new visual concept for its enhanced universal life product offering, Wealth Preserver 3. To target high net worth individuals, it was vital to reflect premium cues and build a brand image rich in prestige.



Working across our creative hubs in Hong Kong and London, we sought to develop a creative approach imbued with real meaning – and long term potential. Creating a truly elegant and thought-provoking visual treatment around the notion of the ‘Tree of Life’, we underscored the product’s ability to grow clients’ wealth and safeguard it for future generations, enabling a lasting legacy.


This creative treatment was then applied across a diverse suite of Wealth Preserver collateral and supporting communications in three languages: English, Traditional Chinese and Simplified Chinese.



The sophisticated ‘Tree of Life’ has become the visual signature of Wealth Preserver across a diversity of channels and touchpoints in Asia, from product brochures and guides, to forms, leaflets, factsheets and digital templates.