Income Insurance ditches the full stop for an ellipsis in new brand platform

Income Insurance is putting the people behind its policies at the heart of a new brand platform, “For every story”, as it reinforces its commitment to making protection more accessible and inclusive for people in Singapore.

Developed with Leo Singapore, the platform centres on the insurer’s new purpose, “We make protection possible for every story”. It shifts the conversation beyond insurance products to the lives, ambitions and relationships that protection supports, as well as the possibilities it helps people pursue.

At the heart of the platform is a visual identity featuring three orange dots inspired by an ellipsis. The device represents stories that are still unfolding, being rewritten or moving into a new chapter. It also reflects the idea that a difficult moment does not have to define the rest of a person’s life.

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The platform launches with two films featuring Income Insurance policyholders Arun Rosiah, a cancer survivor, athlete and senior model, and Megan Tang, a dancer and Special Olympics medallist with Down syndrome.

Each film centres on a moment that could have defined their lives, before highlighting how they have continued to pursue their ambitions. Through their experiences, the campaign aims to show how people are more than the challenges they face, and how protection can help them and their families move forward with greater confidence.

The films mark the beginning of “For every story” as a long-term platform through which Income Insurance plans to share more experiences from the people it protects. The campaign will extend across film, out-of-home, digital and web channels.

Dhiren Amin, chief customer officer at Income Insurance, said the new purpose and the insurer’s commitment to inclusive protection clarify both why the company exists and how it aims to serve customers.

“For Every Story brings that commitment to life in a simple and human way,” he said. “It recognises that every customer’s life is different, and that protection cannot prevent every unexpected turn, but it can provide greater confidence to face what comes next.”

Asheen Naidu, group executive creative director at Leo Singapore, said the ellipsis was designed to express the insurer’s role in helping people continue their stories.

“Every story has moments that can feel final, but a full stop does not always have to be the end,” he said. “By turning it into an ellipsis, we created a simple visual expression of Income Insurance’s role in helping people continue their stories.”

The new platform builds on Income Insurance’s earlier brand storytelling efforts, including Worlds apart, a five-part travel series developed with Leo Singapore and Very Crafty Films under its “Happy travellers” platform.

The series followed travel content creator Jerome, who had visited more than 40 countries, and Delvina, a Singaporean embarking on her first overseas trip, highlighting how people can experience the same journey differently depending on their circumstances and perspectives.

While Worlds apart explored how travel can open up new possibilities, “For every story” broadens the focus to the different experiences, ambitions and challenges that shape people’s lives. Both campaigns feature real individuals and connect their personal experiences to Income Insurance’s role in providing protection and the confidence to embrace what comes next.

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