Rebranding Campaign & Creative Direction

Client: Merkur Insurance / Vienna Insurance Group

Role: Creative Director, Art Director & Visual Designer

Developed the creative direction, art direction, and visual design for the rebranding campaign introducing Premium Life, the new identity of Merkur Insurance.

Created a distinctive campaign concept communicating the transition from the established insurance brand to its refreshed identity, while preserving brand recognition and customer trust.

Developed the campaign’s visual language through bold color contrasts, layered compositions, lifestyle imagery, and a consistent graphic system connecting the former and new identities.

Designed campaign key visuals and advertising materials communicating themes of health, well-being, active living, and a positive future.

The project combined strategic brand communication, conceptual advertising, and visual storytelling to establish a recognizable direction for the brand’s new chapter.

Expertise: Creative Direction · Art Direction · Rebranding Campaigns · Advertising Design · Brand Communication · Key Visual Design · Visual Storytelling