Ocaso

Relaunching a historic insurance icon with a bright future

Client

Ocaso

Industry

Insurance

Ocaso is a leading benchmark in the national insurance ecosystem. The company needed to update its positioning and modernize its look and feel to effectively deliver its full offering to younger audiences.

The strategy

The complexity of the exercise lay in striking the perfect balance between continuity and evolution, creating a brand that remained true to the roots that guaranteed its success, while eagerly looking toward the future. In this context, we shifted the perception of “ocaso” (sunset/twilight) from being just the end of the day to introducing the concept of cycles, because the end of one day is also the beginning of the next. Because no matter what happens, the sun always rises again. An optimistic, companion brand, reliable and secure.

The solution

Working hand-in-hand, we modernized and harmonized existing brand elements, such as colors and typography, to achieve a fresher and more efficient image. We also defined a new photography and illustration style that amplifies this optimistic, approachable spirit.

A word from the project director

Few brands have an identity as iconic as that of Ocaso, so our challenge was to enrich the brand without losing its soul. Through close collaboration with the Ocaso team, we built a design system to begin the brand’s next 100 years of history.

Ollie Briggs

Design Director

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