PenSam pension company secures low-income workers a stabile income once retired. But in the eyes of their customers, who tend to focus more on their budget today than that of tomorrow, PenSam looked more like bureaucrats taking hard-earned money from the poor. With the new brand promise “A pension in PenSam makes sense”, PenSam set out to prove that a pension enables you to continue living the life you cherish. Also after retirement. To ensure the credibility of this promise, the visual identity is based on a real-life documentary style, using real customers and real stories, and has imbedded a graphic element that “frames” the moment while creating a unique and recognizable identity. Twelve months after the campaign launch, the PenSam NPS has increased +66%, proving that pension has begun to make sense.