Ben Clarke Designer

ABOUT

Transforming a 325-Year-Old Brand from Liked to Loved

Inspired by the strategy "Life to the Fullest," we evolved Aviva beyond its familiar yellow and teal identity by injecting fresh energy into the brand. The result is a vibrant, human, and progressive expression that connects with a wide range of audiences, from B2B clients to everyday consumers, while remaining distinctly Aviva.

We reimagined the existing AV Pattern into AV Shapes, filled with real-life moments and supported by an expanded, expressive colour palette. A custom typeface, designed with rounded and approachable forms, reinforces the theme of life in motion.

The revitalised identity now lives across all core brand applications, including digital platforms, websites, and interior environments. It creates a cohesive and compelling brand experience at every touchpoint.

AWARDS

Transform Award

MADEIT CREDITS

  • AvivaClient
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