ag2r la mondiale

identity developed at Studio Dumbar 

Launch poster
For french insurance agency AG2R LA MONDIALE, Studio Dumbar developed the identity in 2008/2009. I was projectleader for the project. The stunning, bold and colorful design was developed by the international team at Studio Dumbar: Rejane dal Bello (lead-design), Danny Kreeft, Nikki v. Onna, Jean-Baptiste Raynal, Unit Design Frankfurt (signage and 3d) and many others. But it would not have even been possible without the incredible hard work and dedication of Elodie Boyer, our French strategic consultant. The team on the client side had the balls to hire a non-french agency for this ambitious project. The working relationship with ALM is one of the best I've experienced so far. The identity spans all ALM's markets (b2b, b2c, private banking) and communication channels (print, web, advertising). The identity development for ALM was my last project before leaving Studio Dumbar in august 2009.


Agency facade concept (Studio Dumbar / Unit Design)With Unit Design in Frankfurt, we developed the signage for the offices, as well as the 100+ shops throughout France. The 3d version of the 2d symbol was a joy to work on. The symmetrical aspect of the logo made it ideal for a flagsign, and we researched materials and dimensions extensively. The variation of office facades made the implementation program a real challenge.

Headquarter signage at the Blvd Haussmann, ParisWith photographer Benni Valsson we developed a database of 50 portraits. Benny is in the habit of shooting portraits of the likes of Charlotte Gainsbourgh and Leonardo di Caprio, and campaigns for Uniqlo and Petit Bateau, but he was kind enough to help us out with our more modest assignment. With his nordic touch, Benni gave the photo's just enough realism to hit our Dutch standard of everyday people, while keeping enough beauty to fit the needs of the French market. Benni is represented by the supreme Carole Lambert.

Brochure line B2B with portraits by Benni Valsson

Brochure line B2C with portraits by Benni Valsson

Annual reports

Annual report Layouts

The identity launch was celebrated at the corporate headquarters on the Blvd Haussmann. We developed lots of items, from CCTV screens, to banners, to scarves, mugs and keychains.

ALM is an active sponsor of sport activities. The identity was therefore also extended to the ALM tour de france team, and Transat sailing team. The development of the eventstyles and teamoutfits for these events is a chapter entirely on its own. We were very honoured to be part of these events, and once again the clients vision and their openness towards our ideas was incredible.