In 2009, leading French insurance companies AG2R and La Mondiale merged to form AG2R LA MONDIALE (ALM) – a market leading brand with 15 million private customers and over half a million business customers in France and around the world.
Both AG2R and La Mondiale were regarded as B-brands. The brand strategy of the merger was very ambitious: not only should the identity help two brands become one, but the new entity should also be perceived as an A-brand. The strategy centered on the need to devise a strong, reliable design, but also an innovation in the French branding landscape. It was equally important to assist the company in improving the implementation and governance of its visual identity across all touchpoints.
To distinguish ALM from its competitors, we avoided the clichés associated with insurance sector graphics by creating a distinctly modern and approachable identity. Driven by a simple yet iconic logo (symbolising two companies coming together, and assurance protection), expressive typography, engaging photography and a vibrant, versatile colour palette, the new identity exudes authority with a warm, light-hearted tone. A comprehensive roll out encompassed everything from brochures, websites, intranet and motion graphics, to retail exteriors, interiors and office signage. And last but not least: our design for the ALM Tour de France team.
Research has shown that perception of the brand and its ability to attract new customers has increased – with huge, double-digit leaps. The identity also proved popular internally: the management voted it number one out of 230 projects undertaken to facilitate the merger. Our design for the ALM Tour de France team had a huge impact as well. The uniforms we designed were used for ten years (a feat unique in its longevity), while insiders have since revealed that they also had a huge influence on how other cycling teams design their uniforms.