Generali -
Riester Pension Strategy Plus
"Kopf frei"(Clear Head) – A Fresh Mindset for Retirement Planning
How do you make a traditional insurance product like the Riester pension relevant to a younger generation? With a clear concept, emotional storytelling, and a modern visual approach, VUCX convinced Generali Deutschland AG — and won the pitch against three competitors.
With the "Kopf frei" communication approach, we developed a campaign that conveys a sense of security while evoking lightness — offering a fresh perspective on the Riester pension that not only informs but inspires.
- # Grafikdesign
- # Text & Redaktion
- # Concept
VUCX supports Generali with creative services designed to meet their specific needs — including concept development for innovative solutions, graphic design that reflects the brand identity, and copywriting & editorial work that ensures clear and targeted communication.
The Challenge:
For the relaunch of the Riester Pension Strategy Plus 2025, the mission was clear: craft an emotional, accessible approach that that activates new target groups and supports internal sales.
Our task: Develop a concept that offers clear orientation and builds trust through positive, relatable imagery.
The Idea: Thinking "Kopf frei"(Clear Head)
Young people's lives are increasingly complex. Between career ambitions, family responsibilities, and future planning, there is a growing desire for financial security.
"Kopf frei" captures precisely this aspiration: Those who plan for tomorrow can fully embrace today — living in the moment with confidence.
With Generali as a trusted partner, retirement planning becomes a reassuring backdrop — and the future appears in a new light: clear, secure, achievable.
Our Implementation
- Development and refinement of the "Kopf frei"(Clear Head) communication concept
- Campaign development and storytelling design
- Creation of a compelling key visual and memorable claim
- Building a warm, contemporary visual language with emotional resonance
- Design of sales materials: sales folder, flyer, highlight sheet, and brochures
- Collaboration with DVAG (Deutsche Vermögensberatung) for content finalization
Adaption to Flyer & Info Sheet
The Result: Trust With Visual Lightness
We created a visual leitmotif that is emotionally tangible and optimistic. The visual world conveys calmness, confidence, and a clear perspective – without overwhelming the target audience.
This campaign establishes a strong foundation for the new Riester Pension Strategy Plus: Reliability meets lightness. Security meets joie de vivre.
About the customer: Generali Deutschland AG is the second largest insurer in Germany with about 10 million customers. It includes several insurance companies and financial services, among others CosmosDirekt and Envivas Krankenversicherung. As part of the international Generali Group, the group employs about 10,000 people nationwide.
Strategy, Consulting