Visual identity · 2025

glu

A mutuality-led financial-services identity for PPS, designed to make insurance and investment feel simpler, warmer and more human.

Role: Creative direction · Brand identity · Design systems · Art direction
Commissioned by: Promise

01 · The brief

Create a distinctive new financial-services brand for PPS: one able to speak clearly to middle-to-upper income South Africans across insurance and investment.

02 · The idea

Financial Togetherness became the organising principle. A compact wordmark and modular circles connect, overlap and gather — balancing serious purpose with playful expression.

03 · The outcome

Following a media reveal on 23 January 2025, glu officially launched on 30 January. The implemented system carries one recognisable personality across campaign, environment, collateral and digital experience.

02The identity begins in motion

glu Seriously, Playful campaign system combining bold colour, circular forms and portraiture — 03A serious offer, expressed playfully

04Financial Togetherness takes public scale

glu identity across environments, signage and digital touchpoints — 05One system across physical and digital environments

Animated glu collateral and branded objects — 06The system becomes tangible

Animated glu out-of-home campaign applications — 07A flexible campaign language for the street

08A confident digital close

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Publication design · 2024