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“And so came the kairos moment—a profound reckoning with who we were and who we needed to become.”
There are points in time where history, purpose, and vision converge to create lasting change. We call these kairos moments. In 2018, and again in 2025, our institution stood at the edge of such moments. These were not mere cosmetic changes; they were rebirths that marked essential new beginnings, proving that even a 115-year-old legacy must move forward.
“And so came the kairos moment—a profound reckoning with who we were and who we needed to become.”
There are points in time where history, purpose, and vision converge to create lasting change. We call these kairos moments. In 2018, and again in 2025, our institution stood at the edge of such moments. These were not mere cosmetic changes; they were rebirths that marked essential new beginnings, proving that even a 115-year-old legacy must move forward.
“And so came the kairos moment—a profound reckoning with who we were and who we needed to become.”
There are points in time where history, purpose, and vision converge to create lasting change. We call these kairos moments. In 2018, and again in 2025, our institution stood at the edge of such moments. These were not mere cosmetic changes; they were rebirths that marked essential new beginnings, proving that even a 115-year-old legacy must move forward.
“And so came the kairos moment—a profound reckoning with who we were and who we needed to become.”
There are points in time where history, purpose, and vision converge to create lasting change. We call these kairos moments. In 2018, and again in 2025, our institution stood at the edge of such moments. These were not mere cosmetic changes; they were rebirths that marked essential new beginnings, proving that even a 115-year-old legacy must move forward.
MARKING
New Beginnings
THE MOMENT OF REALIZATION
THE MOMENT OF REALIZATION
THE MOMENT OF REALIZATION
THE MOMENT OF REALIZATION
By 2018, it was clear the world was changing faster than our public perception. Younger generations saw us as distant or too traditional. The long-held corporate name, while historic, now carried modern connotations of isolation that no longer fit our mission. This created a profound reckoning: we needed to emerge from our heritage, bringing our values but adopting a voice that felt more current and relatable.
By 2018, it was clear the world was changing faster than our public perception. Younger generations saw us as distant or too traditional. The long-held corporate name, while historic, now carried modern connotations of isolation that no longer fit our mission. This created a profound reckoning: we needed to emerge from our heritage, bringing our values but adopting a voice that felt more current and relatable.
By 2018, it was clear the world was changing faster than our public perception. Younger generations saw us as distant or too traditional. The long-held corporate name, while historic, now carried modern connotations of isolation that no longer fit our mission. This created a profound reckoning: we needed to emerge from our heritage, bringing our values but adopting a voice that felt more current and relatable.
By 2018, it was clear the world was changing faster than our public perception. Younger generations saw us as distant or too traditional. The long-held corporate name, while historic, now carried modern connotations of isolation that no longer fit our mission. This created a profound reckoning: we needed to emerge from our heritage, bringing our values but adopting a voice that felt more current and relatable.
THE EAGLE TAKES DYNAMIC FLIGHT
The company was reborn with a simpler, more relatable name and a tagline that grounded us in purpose: to make a lifetime better. Our core symbol, the national eagle, evolved—no longer confined, it took a dynamic flight. Our visual palette introduced warmth and our language became more human. This transformation refreshed our legacy and made us feel more approachable to the younger generation.
THE POWER OF LISTENING AND REFINING
THE POWER OF LISTENING AND REFINING
In 2025, the brand was further refined for greater clarity and impact. This final adjustment was not reinvention but refinement, ensuring that public perception matched our digital and customer-centric capabilities. This journey shows that true brand success is rooted in keeping promises, listening deeply, and having the courage to evolve when it matters most.
In 2025, the brand was further refined for greater clarity and impact. This final adjustment was not reinvention but refinement, ensuring that public perception matched our digital and customer-centric capabilities. This journey shows that true brand success is rooted in keeping promises, listening deeply, and having the courage to evolve when it matters most.
"Reinvention... has meant becoming more of who we’ve always been meant to be."
"Reinvention... has meant becoming more of who we’ve always been meant to be."
“And so came the kairos moment—a profound reckoning with who we were and who we needed to become.”
There are points in time where history, purpose, and vision converge to create lasting change. We call these kairos moments. In 2018, and again in 2025, our institution stood at the edge of such moments. These were not mere cosmetic changes; they were rebirths that marked essential new beginnings, proving that even a 115-year-old legacy must move forward.
MARKING
New Beginnings
THE MOMENT OF REALIZATION
By 2018, it was clear the world was changing faster than our public perception. Younger generations saw us as distant or too traditional. The long-held corporate name, while historic, now carried modern connotations of isolation that no longer fit our mission. This created a profound reckoning: we needed to emerge from our heritage, bringing our values but adopting a voice that felt more current and relatable.
THE EAGLE TAKES DYNAMIC FLIGHT
The company was reborn with a simpler, more relatable name and a tagline that grounded us in purpose: to make a lifetime better. Our core symbol, the national eagle, evolved—no longer confined, it took a dynamic flight. Our visual palette introduced warmth and our language became more human. This transformation refreshed our legacy and made us feel more approachable to the younger generation.
THE POWER OF LISTENING AND REFINING
In 2025, the brand was further refined for greater clarity and impact. This final adjustment was not reinvention but refinement, ensuring that public perception matched our digital and customer-centric capabilities. This journey shows that true brand success is rooted in keeping promises, listening deeply, and having the courage to evolve when it matters most.
"Reinvention... has meant becoming more of who we’ve always been meant to be."
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© 2025 The Insular Life Assurance Company, Ltd. All rights reserved.
© 2025 The Insular Life Assurance Company, Ltd. All rights reserved.
© 2025 The Insular Life Assurance Company, Ltd. All rights reserved.
© 2025 The Insular Life Assurance Company, Ltd. All rights reserved.