Laila Rotter

For 65 years Achs was Chile's workers' insurance brand. Then it decided to open its health network — 80 centres, a reference hospital and 7 clinics — to the entire country, not only affiliated workers. The challenge was to signal a shift of that size without losing what six decades had built.

We kept and reinvented the two assets Chile already knew how to read: the square and the green. Around them, a new system — a parent brand with three sub-brands, two bespoke typefaces, proprietary illustration, and a photographic style that invites care rather than warning about risk.

My first project at Interbrand. I supported the creative director through strategy and concept, then led refinement, the design system and implementation — including two typefaces drawn from scratch with one of Brazil's leading type foundrys, Plau, and rollout nationwide.