Emily Tse
Celebrating everyone’s unique individuality by creating their own soulprints, together.
Brand campaign, motion design & art direction
Role
Designer
Year
2025
Challenge
FWD Insurance set out to redefine how people perceive the industry by putting customers at the heart of everything it does. Moving beyond traditional insurance messaging, the brand shifted its strategy to focus on individual passions and identities—their "Soulprint"—rather than job titles or income. To bring this evolution to life, FWD needed to update its visual identity, elevating its signature "Play Symbols" to create authentic portraits that build deeper customer engagement.
Solution
Collaborating closely with the client, we refined the symbol system to give every customer’s unique "Soulprint" a more expressive, playful visual voice.Featuring a variety of brushstrokes and styling, these dynamic symbols were designed to act as fluid background elements or take center stage as the main character itself—integrating seamlessly across photographic and typographic layouts to give FWD a one-of-a-kind brand signature.
Impact
The evolved visual identity established a warm, dynamic, and cohesive brand voice, fostering deeper engagement and authentic connections with FWD’s audience.
Beyond laying a strong foundation for an external brand film and future campaigns, the initiative yielded a unique collection of "FWD Soulprints" that celebrated true individuality. This culminated in an interactive internal event where FWD employees created their own Soulprints—building shared brand ownership and celebrating the diverse personalities within the FWD family.