Aime | Community Branding
Aldo Hartono
Aime: A Community Built Beyond Business.
Brand Strategy · Visual Identity · Creative Direction
Brand Identity for a Purpose-Driven Insurance Community
Aime brings together a new generation of insurance professionals seeking connections that go beyond traditional professional networking. It is a place where members can build genuine relationships, pursue individual ambitions, and grow alongside people who share similar values.
The Perception Gap
Insurance is often perceived as formal, transactional, and disconnected from the aspirations of a younger generation. Aime needed an identity that could make the industry feel more approachable and relevant, without compromising the credibility and trust expected from the financial sector.
More importantly, it needed to communicate that Aime offers more than a business opportunity. It is a community where professional growth, personal development, and meaningful relationships can exist together.
The Foundation: A Professional Is Still A Human at Heart🩵
A community of hearts driven by purpose.
Most insurance brands focus on professional achievement, financial performance, and business growth. But behind every profession is a person with individual ambitions, interests, relationships, and a deeper sense of purpose.
Aime was designed around the whole person—not simply the insurance professional—creating an identity that feels credible within the industry while remaining warm, expressive, and genuinely human.
One Idea, Expressed Throughout the Identity
The identity reflects the balance: youthful yet professional, ambitious yet grounded, welcoming yet trustworthy. It speaks to people who see insurance not simply as a business opportunity, but as a meaningful path to grow, connect, and make a positive difference in others’ lives.
And every element of the identity was built around one central idea: individual potential becomes stronger when it is supported by a caring community.
At Aime, everything begins with heart—a genuine care for people and nurture their growth. That care is driven by purpose, inspiring every member to pursue meaningful goals beyond business.
A community is not defined only by what its members do, but by how they support one another to grow.
The resulting identity gives Aime a cohesive, youthful, and human-centred presence—balancing the credibility of the insurance industry with the warmth of a purpose-driven community.
It brings Aime’s values to life across every touchpoint—positioning it as a trusted space where people can connect, grow, and pursue meaningful lives beyond their profession.
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Posted Sep 20, 2026
A purpose-driven community of young professionals in the insurance industry.
