Prudential Singapore has launched a new service offering branded as Opus with the help of branding agency Jones Knowles Ritchie (JKR) Singapore. With Opus, Prudential Singapore aims to fill a gap in the service of wealth management for high net worth individuals in Singapore.
The appointment of JKR comes following a three-way pitch, where the agency was appointed to develop the brand proposition, brand personality and brand voice. The agency also helped created the name of the brand, the logo, wider visual identity system and collateral including website, product literature and personalised jewellery for all Opus members.
According to Prudential, the brand was designed to specifically address unfulfilled wealth protection and transfer needs of the fast-growing high net worth population in Singapore. In a statement, the brand said Singapore currently has 184,000 millionaires with the number set to increase to 240,000 by 2023, said a press statement.
Katie Ewer, head of strategy, JKR Singapore said the team wanted Opus to speak the “language of luxury”, thus the a contemporary, personal identity for the brand was crafted out. Keeping the brand’s central promise of tailored solutions, the identity system centres on a hand-crafted alphabet, with 26 unique letters made from a combination of strokes in a charcoal grey and rose gold colour palette, she explained.
“Our intention was to create a tonality of considered elegance, slightly reminiscent of various symbols associated with currency without being too literal,” Ewer said. The alphabet is used to bring a personal touch to business cards and even bespoke jewellery, which is gifted to each new member joining the exclusive Opus club.
Harish Agarwal, head, customer experience and segments, at Prudential Singapore said with Opus, the company is serving the needs of Singapore’s rapidly rising high net worth individuals by offering them personalised solutions that go beyond insurance, coupled with dedicated service and advisory. “With its premium positioning and exclusive appeal, we hope to bring something unique to our high net worth clientele, and we appreciate JKR’s efforts in helping us build this experience,” he added.