AG Insurance, originally established as Compagnie d’Assurances Générales in 1824, needed a fresh start after being part of the Fortis Group, which faced bankruptcy in 2008. The insurance company, now separate from Fortis, needed to regain the public’s trust and re-establish itself in the Belgian market while preserving its strong heritage.

We capitalised on the sustained good reputation of AG Insurance, bringing back its original name and fully updating the brand’s visual identity. This rebranding helped AG Insurance distance itself from the negative associations of Fortis, allowing it to build on its historical equity while projecting a modern and trustworthy image.

• Brand revitalisation and re-naming
• Stakeholder interviews and brand equity research
• Corporate Identity Guidelines
• Market research and audience perception analysis

The rebranding of AG Insurance came at a sensitive time, with public trust in the Fortis brand significantly damaged after the financial crisis. Our primary goal was to separate AG Insurance from the negative connotations of Fortis while leveraging the positive heritage of the AG brand. To do this, we conducted a series of expert interviews with stakeholders across different levels of the organisation, discovering a strong nostalgic sentiment for the original AG name.

With the support of external market research partners, we confirmed that the general audience shared this nostalgia. The AG name still held value and had largely remained untouched by the Fortis crisis, making it the perfect candidate for a brand revival. With this insight, we made the strategic decision to bring back the AG Insurance name.

While reviving the heritage brand name, we also wanted to modernise the visual identity to reflect AG Insurance’s evolution into a dynamic, contemporary brand. Instead of a complete makeover, we aimed to strike a balance between its historical heritage and a modern, forward-looking appearance. The updated corporate identity, featuring a fresh logo and design elements, conveyed trust and liveliness—qualities essential for an insurance brand seeking to rebuild public confidence.

The rebranding was rolled out across various touchpoints, from office stationery to digital channels, ensuring a consistent and impactful presence in the market. This comprehensive brand refresh helped AG Insurance restore trust among its clients, a crucial asset in the insurance industry.