AIB life – Literature Transformation Programme

A strategic redesign programme developed for AIB Life, focused on modernising a suite of customer-facing financial publications and establishing a more engaging, accessible and scalable communication system.

The project began with a review of existing product literature, identifying opportunities to improve readability, customer engagement, visual hierarchy and overall user experience. Through a series of concept presentations and stakeholder workshops, multiple creative routes were explored before evolving into a fully integrated publication framework.

Working as Lead Designer and Art Director, I developed the creative direction, publication architecture, visual systems, illustration concepts, typography, information design and customer communication framework. The design process balanced complex regulatory requirements with a more approachable and visually engaging customer experience.

The final solution introduced a distinctive visual language, bespoke illustration system, improved content structure and a flexible template framework capable of supporting future product launches across the AIB Life portfolio. The resulting system transformed traditional financial literature into a modern, customer-focused communication platform while maintaining brand consistency and regulatory accuracy throughout.