AIA is a leading life and health insurance provider committed to helping people live “Healthier, Longer, Better Lives.” The company offers a broad range of personal and business insurance solutions. I served as Design Director within a multidisciplinary global team responsible for evolving AIA’s brand standards and developing the ‘Moving Mountains’ visual property, a metaphor for resilience, ambition and purpose. We shaped the core brand concept, developing a scalable visual system designed to flex across 18 markets in the Asia Pacific region and channels while remaining cohesive and distinctive. I also extended the brand into motion and video, bringing it to life through purposeful movement. The result is a powerful, own-able brand expression that unified AIA’s global presence and sparked a series of successful spin-off campaigns. ______ TEAM Creative Director: Pat Tierny · Design Directors: Natalie Kaaserer & Rose Bircham · Digital Design: James Allen · Designer: Mahiri Stewart · Strategy: Ed Horrocks