THE BRIEF
Reposition the entire brand presence for a high-net-worth global audience. Every touchpoint needed to carry the weight of the decision it was supporting.
THE DIRECTION
The visual language had to move the brand away from process and paperwork and toward aspiration and belonging. A large existing photography library was curated and repositioned throughout, selecting and sequencing imagery to communicate lifestyle, place and prestige rather than programme mechanics.
THE EXECUTION
A full site restructure and redesign reframed the offering around the life that citizenship unlocks rather than the steps to obtain it. Following delivery of the site, Lucent Arc was commissioned to redesign the Belong magazine. Profiling each country, its leadership and its citizenship programme alongside lifestyle editorial, the magazine extended the repositioned visual language into print for a high-net-worth readership.
