A Creative Transformation

GWG, a leader in the secondary market for life insurance, has a unique, two-faceted business model. While this structure represents a singular approach in the industry, GWG struggled to explain it to prospective investors and financial partners. To reach its audience in a more clearly defined and impactful way, GWG worked with G&S to develop a new visual identity that could be implemented across various marketing materials. We developed three design concepts that would elevate the quality associated with the GWG brand. The chosen concept used dramatic double-exposure imagery that fused photos of GWG’s target audiences — retirees, financial professionals and savvy investors — with dream destinations, exciting hobbies and nostalgia, all things that could be achieved with the returns GWG products and services can provide.