FGA unified design language.

Forenede Gruppeliv (FG) is Denmark’s largest provider of group life insurance solutions. In collaboration with Dreamplan and FG, we developed a cohesive design system across all digital services alongside a complete brand transformation.

Challenge

FG needed a stronger digital foundation to support the expansion of its growing ecosystem of online services. The existing brand lacked a clear and unified narrative around trust, security, and accessibility, while also needing to evolve from a primarily B2B-focused organisation into a brand that could engage more directly with private customers.

Solution

Over a two-year collaboration, we helped define the brand strategy and led a complete rebrand of the company in close partnership with Dreamplan, who handled the digital strategy and implementation of the new FG brand. Together, we created a visual identity and storytelling framework that strengthened the sense of connection, reliability, and responsiveness between FG and its users. The updated brand repositioned FG from a business-oriented insurance provider into a more approachable and customer-focused organisation. The new visual identity and scalable digital design system were rolled out across all digital touchpoints and user interfaces.

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