AIG Visual Strategy Guide _ Student project by Eugene Gushchin

AIG Visual Strategy Guide

by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017

AIG Visual Strategy Guide

by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017

AIG _ Visual Strategy Guide

Table of Content

TABLE OF CONTENT 1

2

3

Brand history

New vision

Future Audience

6-7 Timeline

20-21 Mission Statement

28-29 Spectrum

8-10 Origins

22-23 Past Brand Grid

30-43 Personas

11-13

World War II

24-25 Future Brand Grid

14-15

Global Expansion

16-17 Recent Highlights

HOW WE STARTED

A brief introduction to our history through and to what AIG has been standing for decades.

Brand History 6-7 Timeline 8-10 Origins 11-13

World War II

14-15

Global Expansion

16-17

Recent Highlights

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AIG _ Visual Strategy Guide

1954

1943 During World War II, many company employees — both those in the military and civilians — are affected by the global conflict.

C.V. Starr helps employees and their families by providing financial support and supplies during the war and jobs after the war. Also, he personally corresponds with families of employees who were being held in an internment camp.

As one employee’s mother wrote to her son, “As soon as [Mr. Starr] had any word at all from the American Red Cross about you, he phoned me. He told me you were safe.”

1919 Cornelius Vander Starr establishes American Asiatic Underwriters (AAU), a general insurance company, in Shanghai, China.

1926 The first U.S. office, American International Underwriters (AIU), opens in New York City.

The Franklin Life Insurance Company (later acquired by AIG) is one of the first businesses in the U.S. to enter the computer age when it purchases a Universal Automatic Computer (UNIVAC).

The computer performs a range of functions including premium billing, premium accounting, dividend accounting, agency commission accounting, and valuation of reserves.

Experiencing phenomenal sales growth, Franklin Life management determines that new technology is necessary to keep up demand and future growth.

1919 1947 1937 1923 Nelle Vander Starr joins the company’s early operations in Shanghai, China, later becoming the first woman executive.

First Latin American market operation opens in Cuba.

Lilo Wiegand, one of the women who helped build AIG, joins the company in West Berlin. During the Berlin Blockade of 1948-1949, she singlehandedly runs the West Berlin office and keeps it open serving clients.

Ms. Wiegand manages the West Berlin operation for over 15 years.

1969 AIG stock begins publicly trading.

1. Brand history _ Timeline

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1973 AIG holds a companywide contest to design the first logo for American International Group, Inc. Open to all employees around the world, Filemon G. “Sam” Samiley in the Philippines office, creates the winning concept.`

2007

1995 An earthquake hits the Japanese city of Kobe. An AIG crisis management team responds quickly, assessing damage (including the company’s own network of offices), visiting clients, and laying the groundwork for a large-scale adjustment process.

AIG became the lead insurer of the World Trade Center project, providing coverage to protect people on and around the site, the property, and the environment. The complex project — with activities like blasting, steelwork, and concrete formwork — requires a team effort between the developers, workers, and AIG to ensure the safety and security of the people who work at the site.

2011 An earthquake off the coast of Japan triggers a tsunami that devastates the Sendai region.

In the aftermath, AIG helps coastal Japanese communities by using innovative technology to shorten claim times, and provide financial support and emergency supplies.

2015 AIG receives approval from the FAA to operate drones to conduct inspections for risk assessment and develops unmanned aircraft insurance.

NOW 1992 The People’s Republic of China grants AIG a license to operate a life and non-life insurance business in Shanghai, the first foreign insurer granted a license in over 40 years by the Chinese government.

2008

2005 The AIG Disaster Relief Fund supports Hurricane Katrina recovery and humanitarian efforts in New Orleans by providing aid and comfort to its employees, its clients and the communities it serves.

A financial crisis hits the U.S., the government provides support to AIG, and Edward M. Liddy becomes AIG Chairman and CEO.

2013 AIG Road Safety initiative starts in Asia in collaboration with public and private organizations to develop technologies and driver education programs that help improve road safety.

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AIG _ Visual Strategy Guide

AMERICAN INTERNATIONAL GROUP American International Group, Inc. (AIG) is a holding company for a network of subsidiaries primarily engaged in insurance and insurance-related activities, including property, casualty, life, financial services, retirement savings products, asset management, and aircraft leasing.

Public Company Incorporated: 1967 Employees: 81,000 Total Assets: $492.98 billion (2001) Stock Exchanges: New York London Tokyo Paris Swiss Ticker Symbol: AIG

1. Brand history _ Origins

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AIG operates in more than 130 countries and jurisdictions, and its combined revenues make it the largest U.S.-based international insurance organization and one of the largest insurance firms in the world.

AIG is the leading underwriter of commercial and industrial insurance in the United States and holds the number two position in the U.S. life insurance sector. The corporation, whose earliest roots were in Asia, has had an active history of mergers, acquisitions, and consolidations, and under the renowned stewardship of Maurice R. “Hank� Greenberg from the late 1960s into the early 21st century the company has grown into a global insurance giant.

Origins As a Chinese Insurance Agency In 1919 a 27-year-old U.S. businessman, Cornelius Vander Starr, opened a two-room, two-clerk insurance agency in Shanghai, China, and named it American Asiatic Underwriters (AAU). A AU, which later became part of American International Underwriters (AIU), initially served as an Cornelius Vander Starr establishes American Asiatic Underwriters (AAU), a general insurance company, in Shanghai, China.

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AIG _ Visual Strategy Guide

Nelle Vander Starr joins the company’s early operations in Shanghai, China, later becoming the first woman executive.

underwriter for insurance companies that had established branches in Shanghai. During a trip to New York in 1921 Starr added representation of other U.S. companies to his operations, including the Globe & Rutgers Company. Later that decade Starr brought representation of the Pittsburgh, Pennsylvania, company, National Union Fire Insurance, into his fold.

Starr’s next quest was to gain general life insurance agency powers, but he found no U.S. companies willing to assume the risk because there were no life-expectancy statistics available for the Chinese population. In 1921 Starr overcame this obstacle by forming his own company, Asia Life Insurance Company (ALICO). ALICO’s most popular product was a 20-year endowment policy, with rates established on the basis of Starr’s personal observation that in general Chinese enjoyed longer life expectancies than their Western counterparts.

In 1926 Starr opened a New York office under the name American International Underwriters to serve as an insurance writer on U.S.-owned risks outside of North America. Like its Chinese counterpart, AIU also served as a general agent for U.S. insurers. By the end of the decade Starr’s Chinese operations were seeing modest profits, and branch offices for both general and life insurance had been established throughout the Shanghai region. In 1931 Starr joined British and Chinese businessmen in a partnership and established the International Assurance Company (INTASCO).

AIU established a foundation for Latin American business in 1932 when George Moszkowski, who ran the company’s New York office, negotiated the purchase of the Central American and Caribbean portfolios of a U.S. insurer withdrawing from foreign operations. AIU’s operations in Central America remained modest throughout the decade.

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1. Brand history _ World War II

First Latin American market operation opens in Cuba.

World War II The first U.S. office, American International Underwriters (AIU), opens in New York City..

Before, during, and after World War II, AIU was able to capitalize on world economic and political situations. With much of the world on the brink of war, in 1939 Starr moved his headquarters to New York, temporarily closing the Shanghai office. After hostilities broke out, operations of dominant Italian, German, and British agencies were reduced, and AIU expanded in Central America. In 1940 AIU established a regional headquarters in Cuba, and a half dozen offices in South America soon followed. AIU’s Central American business grew with the local economies of these neutral countries during the war years.

At the end of World War II, the Shanghai office was reopened under the guidance of K.K. Tse. Several profitable years followed until the late 1940s, when the future of foreign activities in Shanghai grew dim. In 1949 key employees and documents were airlifted out of Shanghai and the regional headquarters moved to Hong Kong. In late 1950 operations in China were closed.

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AIG _ Visual Strategy Guide

“AS SOON AS [MR. STARR] HAD ANY WORD AT ALL FROM THE AMERICAN RED CROSS ABOUT YOU, HE PHONED ME. HE TOLD ME YOU WERE SAFE.”

1943

1947

1948

During World War II, many company employees — both those in the military and civilians — are affected by the global conflict. C.V. Starr helps employees and their families by providing financial support and supplies during the war and jobs after the war.

Lilo Wiegand, one of the women who helped build AIG, joins the company in West Berlin. During the Berlin Blockade of 1948-1949, she singlehandedly runs the West Berlin office and keeps it open serving clients. Ms. Wiegand manages the West Berlin operation for over 15 years.

Through the Marshall Plan, 1948 to1952, the United States gave almost $13 billion (more than $100 billion today) in economic support to more than a dozen European countries still recovering from the war. C.V. Starr is an early and committed supporter of the Marshall Plan, and the company plays a part by providing insurance for vital infrastructure projects in Germany, Greece, and Turkey.

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Soon after World War II, C.V. Starr opens offices, in Japan and Germany to provide insurance for the U.S. military.

1. Brand history _ World War II

Meanwhile, many surrounding countries were recovering from war. With economic improvement underway, AIU entered Japan and West Germany by selling insurance to occupying U.S. troops. AIU’s prewar operations in Europe had been limited to small agencies in France, Belgium, and the Netherlands, but postwar conditions, resulting in tight financing for local insurers, placed AIU in a position to expand its European business. At the same time, expansion of U.S. business abroad created opportunities for AIU’s “home-foreign” business.

In 1947 Starr began a reorganization designed to revive war-torn operations and lay the groundwork for future growth. Starr’s first move was to announce the incorporation of a Philippine arm of the American Life Insurance Company, the Philippine American Life Insurance Company (Philam Life), in 1947. U.S. businessman Earl Carroll was named to head up the new company, which grew quickly, largely through the sale of endowment policies. These policies provided farmers and small merchants with the means to build their savings in a country with few banks. Sales revenue was frequently reinvested in the local economy.

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AIG _ Visual Strategy Guide

AIG stock begins publicly trading.

American International Group (AIG) incorporates in Delaware.

1. Brand history _ Global Expansion

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Global Expansion Started as a partnership, INTASCO, which until this time had maintained a relatively small life insurance business, was reorganized in 1948 when Starr took control of the business. He added “American” to the company’s name, changed the company’s abbreviated name to AIA, and assigned it the Southeast Asian territories of Malaysia, Singapore, and Thailand and the home-base front of Hong Kong.

That same year Starr began uniting his somewhat fragmented network of insurance companies, beginning with the creation of two Bermudabased entities. The first, American International Underwriters Overseas, Ltd. (AIUO), became the parent of all established AIU agency companies overseas. The second, American International Reinsurance Company, Inc. (AIRCO), was designed to hold companies dealing primarily in life insurance. AIRCO also took control of company investment programs and served as a reinsurer for these subsidiaries. The last of Starr’s trio of new organizations was American International Underwriters Association (AIUA), established in 1949 to serve as a partnership of U.S. insurance companies that were represented by AIU. AIUA provided for pooled business in stipulated percentages and shared assets that were kept overseas to meet local regulations.

The company provides insurance coverage for a scientific expedition to the North Magnetic Pole aboard the ship, Monte Carlo. The 11-person crew faces many challenges on their way to the top of the world including strong storms and pack ice.

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AIG _ Visual Strategy Guide

1951

1954

Lebanon

South Korea

The company establishes its first Middle Eastern operation.

Operations begin in South Korea.

1953

1957

United Kingdom

Australia

Offices open in the United Kingdom.

Offices open in Australia.

1972 Washington, DC AIG provides coverage for the construction of the Washington D.C. Metro transit system.

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1. Brand history _ Recent Highlights

Recent highlights AIG receives approval from the FAA to operate drones to conduct inspections for risk assessment and develops unmanned aircraft insurance.

Perhaps the most dramatic reorganization occurred within Starr’s oldest life insurance company, ALICO. After lying dormant for a decade, the company was renamed American Life Insurance Company and assigned the Caribbean, Middle East, and some growing African nations. ALICO marketed life insurance to populations previously not attractive to insurers.

But it didn’t get solved, at least not right away. Buolamwini continued to encounter facial-recognition software that just couldn’t see her. Hers was not an isolated example. In 2009, two coworkers created a video that went viral showing how an HP webcam designed to track people’s faces as they moved followed the white worker but not her black colleague. In 2015, web developer Jacky Alciné tweeted a screenshot that showed Google Photos labeling a picture of him and a friend as gorillas.

AIG // Visual Strategy Guide

OUR NEXT MOVE

AIG reached to the point when we operate globally in almost every geographical location. We serve communities in Africa, Americas, Australia, Europe and Asia.

In this chapter, we are sharing our vision for the future.

New Vision 20-21 Mission Statement 22-23 Past Brand Grid 24-25 Future Brand Grid

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AIG will keep on providing excellent insurance coverage while using its hundred years of expertise to prevent insurance cases from happening altogether.

AIG _ Visual Strategy Guide

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2. New Vision _ Mission Statement

NEW APPROACH INSTEAD OF COVERING THE COSTS OF SOMETHING THAT HAS HAPPENED ALREADY, WE WILL WORK ON PREVENTING THE CL AIMS HAPPENING ALTOGETHER. We started in Changhai on a “risky” asian market and never feared the bold moves. We worked during the WW II, we scaled globally opening a new market almost every 2-3 years. We insured Titanic movie, construction of subway in Washington DC, covered Summer Olympics. It’s time for the next bold move.

Rebranding objective

New range of services

We gained a lot of experience in understanding the nature of risks in unique and complex cases that they can now expand into preventive risk management.

Risk prevention services for unique and specialty risks.

Brand essence Whatever it’s that you are doing, we’ve got you covered.

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AIG _ Visual Strategy Guide

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2. New Vision _ Past Brand Grid

THE AIG OF THE PAST It started in Changhai, by an American businessman, Cornelius Vander Starr. making it the first international insurance company that offered life insurance on a “risky� asian market. There was lack of reliable statistics on life expectancy and mr. Starr offered an insurance product based on his own observations that in general people in China lived longer than in US. The company never feared to make bold moves, like working with all sides during the World War II and capitalizing on the turmoil. They were helping people and making profit at the same time.

Current operations

Shortcomings

Currently the company works in the sphere of general insurance, life insurance, finance and asset

The company seeks to diversify and seem to reached the geographical and market limits.

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2. New Vision _ Future Brand Grid

THE AIG OF THE FUTURE They also have specialty services department, that insured the movie Titanic. The sinking ship scene took 2 month to shoot and has been insured by AIG. They provided insurance and support for North Pole expedition, covered Summer Olympics in Greece and provided expert risk management services for Washington DC subway construction project.

They have gained a lot of experience in understanding the nature of risks in unique and complex cases that they can now expand into preventive risk management.

Cut claims costs

Opens new markets

Instead of covering the costs of something that has happened already, they can work on preventing the claim happening altogether.

It will also open up markets where risks can’t be measured or covered by money.

FUTURE AUDIENCE

Correct self-positioning is the crucial component of the successful brand.

In this chapter, we are defining future customers of the AIG.

Future Audience 28-29 Spectrum 30-43 Personas

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AIG _ Visual Strategy Guide

UNIQUE RISKS Life is unpredictable.

Standardized insurance doesn’t work for everyone. At AIG we are committed to giving a shoulder to our customers that face unique risks. Thanks to our extensive knowledge of the risk-management we are proud to offer such customers unique insurance protection they deserve.

1

2

Daniel Krugman Resque team

Zoe Allisson CIA agent

3 Min Thang President

Andrea Velaskez Scientist

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3. Future Audience _ Spectrum

SPECIALTY RISKS More so, some of our customers work in the grey zone of law, and their risks are substantially more difficult to quantify. We are preparing unique coverage product for them that aim not to cover the claims but control the risk exposure in the first place.

4

5

Kelley Gonsalez Head of cocaine empire

Dave Paterson Economic killer

6 Frank Revi Retired finance toocan

Scotty Berman College student

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AIG _ Visual Strategy Guide

DANIEL KRUGMAN, SPORTSMAN

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3. Future Audience _ Personas

Demographics Age Late 20’s

Income Medium

Race White

Occupation Bodyguard

Sex Male

Personality traits • Daniel believes that we make ourselves, so he trains every day to get better and always looking for the way to improve results.

• He sees the pride in protecting lives and being trusted by highlevel officials to do that.

• He’s been through a lot of weird stuff, but he prefers not to overthink things and instead focus on his job.

• Health and physical condition are vital to his earnings, so he invests a lot in staying healthy.

• The bar of what’s expected from the professional is constantly raising, so he looks for the ways to increase physical performance.

• He leads a risky life, so it’s essential for him to feel covered.

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AIG _ Visual Strategy Guide

ZOE ALISSON, THE HARDWORKER

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3. Future Audience _ Personas

Demographics Age Early 40s

Income Medium

Race Black

Occupation Private detective

Sex Female

Personality traits • Zoe tries to keep her hand on the pulse intel going through her desk so she believes there is nothing we can’t understand with enough research.

• She doesn’t believe in misteries and instead works hard to find information that will demistify them.

• Zoe believes she’s helping your nation become stronger by doing her job.

• She likes history and philosophy and usually entertain kids with interesting facts or weird concepts.

• She likes big politics that involves nations’ secrets and tries to get any available info about it.

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AIG _ Visual Strategy Guide

MIN THANG, THE I-CAN-DOEVERYTHING

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3. Future Audience _ Personas

Demographics Age Early 50s

Income High

Race Asian

Occupation President

Sex Female

Personality traits • Min knows the internal mechanics of the global events so mysteries do not exist for her anymore.

• She wishes that she can share some of the things she knows to burst the circulating conspiracy theories.

• She thinks every day on how to balance out different intersts of powerful groups.

• She likes to play board games with colleagues at the office when they stay late and need to unwind.

• A self-development geek, that wants to know everything and be the best in everything.

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AIG _ Visual Strategy Guide

KELLEY GONSALEZ, THE CONTROL FREAK

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3. Future Audience _ Personas

Demographics Age 65+

Income High

Race Latino

Occupation Head of cocaine empire

Sex Female

Personality traits • She likes everything to be measured and arranged, because that’s the way she can make sure that something is true.

• She is aware of her lack of intuition and believes it impairs her as a researcher, because she can’t find insights and catches only obvious things.

• She is a spreadsheet aficionado for its simplicity and total control over the content.

• She says she is somewhat a control freak, which is an understatement, as she arranges clothes in her closet by type and color.

• She doesn’t like uncertainty and never relies on a chance. She believes that her fate depends on her.

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AIG _ Visual Strategy Guide

DAVE PATERSON, THE STRATEGIST

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3. Future Audience _ Personas

Demographics Age Late 40s

Income High

Race White

Occupation World Bank economic team

Sex Male

Personality traits • Dave is in an international search list, so he’s very cautious about leaving digital marks.

• He never buys tickets to the countries where there extradition to US possible, because FBI can trace his passport.

• Dave doesn’t have a credit card and pays everything in cash, because he knows how easy it’s to track someone by their credit card usage.

• He enjoys living in a private island of his friends or friends of friends and is always on the move.

• He served in the army for many years and understands the importance of long term thinking and planning

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AIG _ Visual Strategy Guide

FRANK REVI, THE INTELLECTUAL

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3. Future Audience _ Personas

Demographics Age Early 50s

Income High

Race White

Occupation Retired finance toucan

Sex Male

Personality traits • Frank enjoys the life and has all the resources to do so.

• Kids love Frank because he always has candies for them.

• Frank loves to spend time with his family, because it’s the place where he can be himself.

• Family and his grandkids are the most important parts of his life, so there is no unnecessary safety measures to keep them safe.

• He likes to compete with people intellectually, so he played chess a lot.

• He can cite precisely a lot of books he read, as he has a great memory.

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AIG _ Visual Strategy Guide

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3. Future Audience _ Personas

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AIG _ Visual Strategy Guide

SOURCES

Chapter 1 _ Brand History • Concorde: The Photo Story Of The World’s First Super-Sonic http://historyinfotos.com/2015/12/09/concorde/ Chapter 2 _ New Vision • New approach photo: http://www.zeusbatteryproducts.com/wp-content/uploads/lithiumrechargeable.jpg Chapter 3 _ Future Audience • Concorde: The Photo Story Of The World’s First Super-Sonic http://historyinfotos.com/2015/12/09/concorde/ • Concorde History & Timeline http://www.concordesst.com/history/historyindex.html • Concorde Jet http://www.concorde-jet.com • The Atlantic: Supersonic Airplanes and the Age of Irrational Technology https://www.theatlantic.com/technology/archive/2015/07/ supersonic-airplanes-concorde/396698/ • Closing photo: https://fortunedotcom.files.wordpress.com/2017/10/roth-staffingcompanies-crop.jpg

Colophon

All content for AIG Visual Strategy Guide was collected or created and designed by Eugene Gushchin: www.egushchin.com egushchin@me.com Art direction Hunter Lewis Wimmer, Academy of Art University Copyright Š 2017 Eugene Gushchin The images and copy of this book are used in accordance with the Creative Common License. This book is a noncommercial student project and thus considered a derivative work under the Fair Clause of U.S. Copyright Law.

AIG WILL KEEP ON PROVIDING EXCELLENT INSURANCE COVERAGE WHILE USING ITS HUNDRED YEARS OF EXPERTISE TO PREVENT INSURANCE CASES FROM HAPPENING ALTOGETHER.