Acenda

2025 Brandie Award Winner for Best Overall Rebrand. Richards Rose was tasked with creating a new brand for MLC Life after latest owners Nippon chose not to renew the licence. The challenge was to respect 135+ years of heritage while building a brand to connect with future generations.

So we set out to flip the narrative: from life insurance as part of death, to empowering you to live an abundant life. We created the name, Acenda, which signals momentum, progress and uplift, whilst the graphic bird device represents freedom and new beginnings. The colours respectfully nod to MLC Life’s legacy.

Our moving idea, ‘Take Life On’ captures Australians’ spirit to have a go. More than an advertising line, it is an enterprise-wide ethos that flows through everything, from customer experience to claims. With over 2 million customers, Acenda empowers Australians to live protected, confidently, and to the fullest.