The existing secondary colors were low chroma and similar to each other so there was low adaptability and it was hard for customers to see a consistent brand image. Therefore, we selected new secondary colors that can express the feeling of ‘spring’ that SFMI hopes to give to their customers. From the warmth of a clear day that encourages new buds to the richness of spring rain that nourishes the grain, we selected six colors that captured the six solar terms of spring that embody the promise, light, and changes of the season. Our 388 updated brand illustrations created characters with stories that are related to the insurance industry. We also used the brand colors so that they echo the SFMI brand identity. Through the changes, we wanted to deliver a friendly brand image at various contact points with customers and to better communicate about products and services.