“Insurance isn’t the most thrilling brief, so I gave it a clock. Some ideas didn’t survive the pitch. They were good ideas.”
Role
Layout, concept development
Category
Insurance & finance
As a designer for AIA, I focused on creating engaging visual communications for their insurance and investment products. My role involved the layout and design of sales brochures, product guides, and "Investment News Reveal" editorials. A key highlight was developing innovative concepts to simplify complex insurance details. For example, I conceptualized a visual metaphor using clock elements—where adding layers of protection was represented by adding hour, minute, and second hands—to illustrate the depth of coverage. While some of these experimental concepts were not ultimately selected, the process pushed the boundaries of traditional financial design and sparked significant creative exploration.
