Celebrating everyone’s unique individuality by creating their own soulprints, together.
Brand campaign, motion design & art direction
Role
Designer
Year
2025
FWD is changing the way people feel about insurance by putting customers at the heart of everything they do. The new strategy shifts the focus from simply celebrating life to celebrating the unique individuality of each customer. They believe their customers are more than just their job titles or income; they possess a unique "Soulprint"—an expression of their passions. To reflect this evolution, We were asked to evolve FWD’s visual identity to elevate and leverage their core "Play Symbols" to create portraits of individuals, fostering deeper engagement and a more authentic connection with FWD’s audience.
More Expressive and Playful Symbols
In addition to the existing iconic Play Symbol, the new hand-drawn expressions of the Play Symbol represent key elements of the refreshed visual identity. The new expressive Play Symbols capture the uniqueness of each customer that FWD serves, becoming a one-of-a-kind signature for their brand. They can be used in various ways across different touchpoints and purposes, from framing images and placing them front and centre to extending in shape and construction as additional energetic background elements.
Handrawn symbols, really created by hand
Furthermore, we have evolved the hand-drawn symbols to ensure they remain unique and recognisable,
with brush Stroke styles can vary in thickness, tapering, and complexity, working seamlessly with a variety of photographic and typographic layouts. In addition to offset typography, hand-drawn annotations are used flexibly as call-out elements against keywords, creating a warm, dynamic and cohesive brand voice. All of these elements, from symbols to handmade annotations, were brainstormed collaboratively with the client team to create a truly unique set of FWD Soulprints. As part of the brand extension, we also encourage internal teams
to come together to create their own representations, celebrating their individuality as part of the FWD family.