During the first sessions with apc holland, it already became clear that they want to 'humanise' insurances. Therefore, the brand's strategy and visuals literally spin around people. Starting with the logo redesign with a subtly integrated arrow until all brand touchpoints like website, print deliverables and photography.

One of the highlights of this project was the 'apc show' where my colleague Jeen and I had the honour of presenting the new identity of acp holland to all staff members – confetti and champagne included (see photo below).