InLife Benefits
A brand identity that carries two histories in one mark
When Generali Life Assurance Philippines, Inc. (GLAPI) was acquired by InLife, the business needed more than a name change. InLife Benefits would be the specialized arm for group life and health insurance and employee benefits, working with corporate clients, institutional partners and the HR teams who sign off on them. Its position in the market was clear. Its visual identity wasn't. Designblue, a brand identity design agency in the Philippines, was brought in to build one from the ground up.
The problem
The brief was precise, and difficult. Keep the existing InLife logo exactly as it is. Give the word 'Benefits' a visual identity of its own. Then make the two read as one thing, not something bolted on.
A second layer of complexity sat underneath. The Generali legacy was part of this brand's history. Its logo, marks and brand elements were off-limits, but its DNA, particularly that signature red, could stay on as a quiet acknowledgment of continuity. The new identity had to honor that history without being defined by it.
The visual tone was just as demanding. It needed to read as trustworthy but progressive, corporate but people-focused, Filipino in spirit but global in presence.
What we did
We started with a question rather than a shape. What does comprehensive employee benefits actually look like, and what does it feel like to be covered from every angle, for every person?
That question gave us the answer. The central design element became the Benefits Circle, a circular motif built into the word 'Benefits' itself. It carries three ideas at once.
Comprehensive care
The circular form suggests completeness, with every angle covered and every risk accounted for. It's the visual equivalent of a full stop.
Modern assurance
The circle isn't static. Its broken lines and precise dot create motion and energy, so the mark reads as a brand that's active and always ready rather than one standing still.
Integration
The circle is the creative bridge between two brand worlds. It gives 'Benefits' its own visual voice while staying harmonious with the established InLife identity, with no visible join between the two.
The result is a logo with a strong sense of motion and presence, built for digital, designed for scale, and ready to grow into animation.
"Every angle covered, every person cared for. Benefits That Work"
What we built
Logo system
Horizontal and vertical versions of the logo, icon usage, and rules for applying it across digital and print, so nobody has to guess.
Brand guidelines
A complete Brand Book covering color palette, typography, iconography, image direction, layout samples and tone of voice. It puts the rules for color, type, imagery and tone in one place, so the identity stays consistent no matter who picks it up next.
Stationery and corporate templates
Letterhead, business cards, employee ID and lanyards, and a 25 to 30 slide PowerPoint presentation template, so the identity holds up on the materials the company uses every day.
Marketing and communications assets
Brochure and flyer layouts, poster and roll-up banner designs, digital ad and social media templates and merchandise concepts, all drawn from the same system, so the marketing team doesn't start from scratch every time something new is needed.
Sales deck
Content applied to the approved presentation template, so the sales team had a client-ready deck on the new brand instead of an empty one.
Logo animation
A 5-second logo reveal, made for digital and video environments. The motion was already in the mark, so the reveal only had to follow it.
The tagline
Benefits that Work was developed by the client and refined in collaboration. It's positioned to grow into a campaign platform and core brand message for InLife Benefits going forward.
The outcome
The identity was approved in two rounds. No major redirections, no fundamental rethinks. The client got a complete brand system, delivered on time, across a complex brief, with the care a brand of this stature required.
Nineteen years of this work has taught us that a brief with this many moving parts is exactly where a small team earns its keep. It held senior attention from the first sketch to the last template.
"I would like to extend my sincere thanks for Designblue's support and collaboration with InLife Benefits for all our projects to come into fruition. You made our lives easier, especially with the timeline considerations and complexity of all the requirements."
Project Owner, InLife Benefits
Work with a brand identity design agency in the Philippines
If your business is merging, rebranding or launching a new arm, we can build an identity that holds together across every application your teams need. Tell us what's changing, and we'll map the work it takes to keep the new brand consistent.
ClientInLife Benefits
IndustryGroup life and health insurance, employee benefits
LocationPhilippines
Services deliveredBrand Identity Development · Logo Design · Brand Guidelines · Corporate Templates · Digital and Print Asset Design · Logo Animation
Completed by Designblue, a boutique brand and digital agency in Salcedo Village, Makati City, Philippines. Established 2007.
