The Campaign

For people who already have everything money can buy, originality, personalisation and experience are valuable currencies. Prudential therefore developed a proposition which encompassed a bespoke product suite, personalised service, and tailor-made privileges, events and experiences. We helped them bring the proposition to life, developing an entirely new insurance brand endorsed by Prudential, and built on the idea of ‘expertly curated futures’, and a name – Opus – derived from the Latin ‘magnum opus’, meaning ‘great work’ or ‘masterpiece’. To mirror this bespoke insurance product, we created a bespoke alphabet: a set of 26 handcrafted letterforms that together make up the core of the Opus visual identity. Each letterform consists of a unique combination of strokes and lines, formed out of a charcoal grey and rose gold colour palette. Our intention was to create a tonality of considered elegance, slightly reminiscent of the strokes of monetary symbolism without being too literal.

Creative Execution

The alphabet is intended to create a balance of fluidity and stability – it animates across all digital media, with each letter forming and reforming – yet its expression in a singularly upper case, sans serif form lending it a sense of assured stability. To ensure the alphabet animates authentically, we created two full alphabets, so that each letter is able to transform into another, 52 letters in total, and 18 numerals. The alphabet is used to bring a personal touch to brochures, business cards and even bespoke jewellery, which is gifted to each new member joining the exclusive Opus club. Ladies receive pendants with the first letter of their name, crafted in rose gold from the Opus alphabet, whilst gentleman receive a matching set of personalised cufflinks.

Indication of how successful the outcome was in the market

The launch has been very well received by customers and private wealth consultants. Prudential’s client acquisition and engagement events for the Opus brand have been oversubscribed. Since the launch, more Prudential financial consultants have shown an interest to be trained and become private wealth consultants and sell the Opus proposition. The company is on its way to achieving its internal sales target for the high net worth segment. “With Opus, we want to distinguish ourselves as a leading player in the wealth management space by offering our clients a premium customer experience comprising of bespoke solutions, personalised high-value services and tailor-made privileges. The Opus brand design captures the uniqueness of this offering and our focus on providing a clearly differentiated experience. The JKR team played a big role in shaping the proposition, creating a brand identity with depth, form and distinctiveness to meet our brief.” Harish Agarwal, Head of Marketing