GenialLife by Allianz revamp

The project stems from Allianz Global Life's need to rethink GenialLife - its only former digital life insurance policy - transforming it into GenialLife by Allianz: a digital platform built around two distinct products, GenialLife Plan and GenialLife Step, each with its own communicative identity yet part of a single, coherent system. The work required a genuinely multichannel and integrated approach, capable of holding together strategy, visual identity, tone of voice and commercial activation at every stage of the process, from defining the positioning through to the operational rollout across all planned communication channels.
We started with the logo restyling and the development of a new brand manual, a fundamental tool for ensuring consistency across every future touchpoint and for guiding both internal and external teams in the correct application of the brand identity. In parallel, a distinctive visual mood was defined, that we then translated concretely into a dedicated photoshoot with models, designed to authentically and inclusively represent the real people the product speaks to - families, couples, individuals -moving beyond the stereotypes typical of traditional insurance communication.
On the digital side, we developed the front-end of the new website, designed to guide users through understanding a complex product such as a life insurance policy, simplifying the language without ever losing technical and regulatory rigour, and built in full compliance with the requirements of the European Accessibility Act. In support of sales, a product presentation and a brochure were also created, both aligned with the new brand language and designed for both B2B and B2C audiences.
The activation phase involved organic social channels, with an ongoing editorial plan on Facebook and Instagram, supported by Meta ADV campaigns and Google Ads campaigns, ensuring visibility and the generation of qualified leads across the entire funnel, from awareness to conversion, with constant monitoring of performances over time.
The result is a coherent communication ecosystem, in which every single asset - from logo to social channels, website and brochure - speaks the same language and reinforces the same brand promise, making GenialLife by Allianz recognisable, accessible and genuinely close to people.