Craft Your Legacy, Craft Your Opus

For people who already have everything money can buy, originality and experience are valuable currencies. Prudential developed a bespoke wealth management service for high net worth individuals which had personalisation at its core. They asked us to bring this new brand to life.


Brand Strategy
Brand Identity
Launch Campaign
Brand Activation


Marketing Interactive
Mumbrella Asia


A legacy isn’t just about what you leave behind for tomorrow, but what you achieve today. It’s about the thread running between generations. This thought inspired our photography style, which juxtaposes two moments in time in an editorial and contemplative aesthetic — a far cry from the staged family portraits which are the staple of the insurance category.

Opus by Prudential offers ‘curated and personalised futures’. The identity reflects this idea through a system that pivots on a series of handcrafted letters and numbers, slightly reminiscent of monetary symbols. Formed out of a grey and rose gold palette, our intention was to create a tonality of considered elegance.