Ambitious by nature
Driven by creativity
Thrilled by innovation

CNP Assurances
Insuring a more open world together

Le projet


Founded 170 years ago as part of Caisse des Dépôts, CNP Assurances is a pioneer in life insurance in France.
Today, with the environment changing fast and the arrival of new entrants in the insurance sector, and with the equity alliance with La Banque Postale, CNP Assurances is reaffirming its mission with a new baseline, “Insuring a more open world together”.
Our challenge is to embody the new baseline through a new brand territory.


In an open world, where anything is possible, we need a reassuring guide.


W sought to reaffirm CNP Assurances’ status as a pioneer in life insurance and a sustainable player through the concept of a guiding thread, embodying reassurance and continuity in an ever-changing world.
The brand territory is open, warm and human, with an emphasis on photos reflecting today’s world.
And to boost awareness, the brand’s long-standing trio of colours – blue, pink and green – were re-emphasised.
The elegant visual grammar was developed in close collaboration with the brand’s advertising territory to ensure the consistency of the messages and their deployment at all points of contact.