Unión Alcoyana has been doing something that seems simple, but isn’t, for over 140 years: being there for people. It’s one of those companies that doesn’t view insurance as just a formality, but as a commitment. And they wanted their brand to make that clear. The challenge was ambitious—a change that would accompany their transformation process, expansion, and digitalization, all while keeping their core values in focus. To achieve this, we started with the essentials: seeing and listening. We spoke to many people, and in every conversation, one idea came up again and again: at Unión Alcoyana, fulfilling promises is a way of being with clients—understanding their needs, knowing what they expect and what they don’t. That certainty became our guide in creating a new brand identity.