The imagery balances human authenticity and theatrical staging. A warm, documentary-style photography contrasts with bold, isolated motifs generated with AI, deliberately integrated into the design process. Defined visual parameters were translated into a structured prompt logic. This ensures scalability without dilution: new motifs are created efficiently while retaining a coherent visual signature. Image and copy work as one and create confident and witty visuals. Static and in motion.

The animated logo adapts seamlessly across formats and contexts. A sonic signature creates recognition: immediate and unmistakable. The modular video kit enables consistent storytelling and covers the entire spectrum across websites, social media and campaigns without fragmentation. 

The new website is the central touchpoint: a stripped-back information architecture and a robust UI system with an extensive component library provide clarity and consistency. Complex pension topics are well structured, navigable and accessible. Intelligent interaction tools offer personalised insights and offers, right through to signing insurance online. 

The design system enhances tonal flexibility without losing identity, it supports both loud campaigns and quiet consultation. Campaigns can be striking, greeting cards can be charming, and office applications remain functional. Pax is always Pax, just in different volumes. Always recognisable, never arbitrary. 

The design refresh translates Pax into a contemporary, flexible appearance that is campaign-ready and suitable for everyday use.

The luminous Pax green is intensified through saturated purple and deep green tones, completed by vibrant accent colours that add energy. 

The straightforward font gets straight to the point. Highly legible, purpose-built for the insurance environment, focused entirely on content.

Stakeholder interviews | Brand identity | Tone of voice | UX analysis | Design assessment | Brand redesign | GenAI guidance | Custom type | Motion design | Video Kit | User research | UX conceptualisation | UI design | UI component library | Posters | Brochures | Presentation templates | Office templates | CD guidelines | Social media assets | Client communications.