A joint venture between Aegon (global financial company) and Religare (Indian diversified financial services group) was demerging. But Aegon was looking to continue the life insurance business in India. A new identity was to be created for the same, following Aegon’s global guidelines but bringing in freshness and appeal for the new brand. The current Aegon logo was very solid and serious, so we added a suffix (using a typeface which exuded ease) which gave it a more human side.