Forte was founded in 1999 during a turning point for Cambodia, which brought forth domestic stability and international acceptance. There wasn't a lot of competition within the insurance sector as the whole industry was still in its infancy. Now Forte is the largest general insurer and fast-growing life insurer in Cambodia and even offers general insurance in Laos.
The insurance sector now has matured and naturally, this invites both local and international competition. This led to an interesting problem, while red has always been Forte's hero color since its inception, now other insurance providers are also utilizing red as their hero color. On top of this, the lack of typefaces and design education led to all the insurance providers adopting similar design cliches for their brand touchpoints.
Our objective was to redesign Forte's identity so it could be more recognizable even amongst other companies with the same hero color. The previous logotype saw the word "Forte" set in all uppercase in an old-style serif typeface, this presented some visual issues. The new logotype acts as a natural evolution of the old, now set in a custom-drawn slap-serif typeface, only the "F" is capitalized, allowing for a more balanced and compact kerning. A bold and dynamic composition system can also be extracted from the logotype, enabling the brand to have more variety and flexibility in all its communication materials.
Just like the logotype, when applied consistently over time, this composition system will become a visual shorthand to help people identify Forte even when the logotype isn't seen.
The color system was also redesigned, the new Forte Red color is more vibrant and lively, and a new Forte Navy color was added to help solve the brand's previous heavy reliance on white. We created a new suite of product iconography based on a 24x24 grid system, the new icons take certain visual cues from the new logotype. Along with these elements, we also introduced a new typography system, and illustration style and redesigned the company’s website to better align with the new identity system. Everything was compiled into a detailed brand guidelines document to help the internal teams manage and apply the new identity system consistently across all their brand touchpoints.
We also facilitated a process to come up with a new tagline: "Live with confidence." which is a commitment to the company’s vision to empower everyone in the SEA region for a better future – one person, one business at a time.
Work with us
+855 (0) 92 717 167
Factory Phnom Penh, B2 #03
#1159 NR2, Khan Mean Chey
Phnom Penh, Cambodia