Building a bold new brand
for transformation at scale
Transforming technology, data and analytics into connected, human-centred experiences that power AIA’s digital future.
Client:
AIA Group - Australian & New Zealand
Services:
- Brand Architecture
- Strategy
- Identity
- Messaging
- Playbook Development
- Recruitment
- Social Toolkit
AIA was establishing a series of enterprise Technology, Digital and Analytics (TDA) hubs in Malaysia, Mainland China and the Philippines. These hubs would play a pivotal role in transforming AIA into a more connected, efficient, and innovative business — and in helping fulfil its purpose of enabling Healthier, Longer, Better Lives across Asia-Pacific.
But in a market competing for top TDA talent, AIA needed more than just job ads. They needed a brand — one that could unify their tech capabilities under a single banner, energise internal teams, and attract best-in-class talent.
We were engaged to create a new sub-brand — AIA Digital+ — that would speak directly to a tech-forward audience while aligning seamlessly with AIA’s master brand. Our work spanned early brand architecture and naming through to messaging, visual identity, and final rollout assets.
What We Delivered
Brand Strategy & Naming:
AIA Digital+ was developed as a name and proposition to signify something more than just tech. The “+” represented progress, purpose and potential — the idea that when you join AIA Digital+, you’re part of something bigger.
Visual Identity & Messaging Framework:
We extended AIA’s Group EVP (‘Believe in Better’) and Healthier, Longer, Better Lives brand to create a distinct yet connected visual identity for AIA Digital+, including the logo system, colour palette, imagery and typography. We also developed a clear messaging framework, from organisational descriptors to emotive recruitment copy, tailored for multiple markets and audiences.
Comprehensive Brand Playbook:
A detailed launch toolkit was created to guide internal teams through consistent implementation — covering everything from recruitment ads and social media content to branded collateral, office branding and launch creative.
Recruitment and Social Kits:
We developed ready-to-use job ad templates, audience-specific narratives, social content, and visual assets to support local market rollouts.
Our Clients’ Kind Words
We’ve had the privilege of partnering with Skipper & Skipper for over six years, building a deep understanding of our brand, purpose, and strategic direction across Asia-Pacific. Their ability to translate this into a clear, compelling narrative has been instrumental in shaping AIA Digital+—a dedicated Technology, Digital and Analytics organisation designed to accelerate transformation across our 18 markets. In doing so, they’ve helped define not just who we are, but how we continue to evolve and lead in an increasingly digital world.
Stuart Woolford
Director of Group Brand at AIA
The Impact
Launched across four strategic markets, AIA Digital+ is now a recognised expression of AIA’s commitment to technological innovation and talent development. It has helped position AIA as a purpose-driven employer brand within the competitive TDA talent landscape — while embedding a strong and unified identity across global teams.
“Welcome to a future where better has no limits.”
