The insurance industry can be cluttered and impersonal. Due to continuous automation, custom care and humanity are lost. Apc holland believes in human-centred insurance. Our job was to translate their vision into a brand identity that revolves around apc’s greatest asset; people.

The revolving motion is central to apc holland’s brand. The distinctive arrow is used to highlight the main subject and to reinforce connections between elements. These visual tools are employed to let people take centre stage. To make sure our main characters are presented in the best way possible, we provided the photography to amplify their warm and approachable identity.

The calculated use of depth-of-field creates a clear focal point on the subject in all imagery. Their human-centred approach is further emphasised by capturing not only the team behind apc holland, but everyone involved in their organisation. From clients, to intermediaries, to office pup Bailey: we made sure to not only visualise the apc values, but also practise them by putting their people in the limelight.