In 2009, Coats was commissioned with developing
a 'Kiwi' face for the AIG Insurance brand.
Renaming and Branding the business as AIG Life,
it was the largest Australasian personal insurance
company at the time.

In 2009, the business was bought out by its sister
business, AIA Insurance, based in Hong Kong,
which served the majority of Pan-Pacific
countries. Coats worked closely with the
New Zealand offices as well as Hong Kong, to
take their global orientated Brand and instill Kiwi
values into it through imagery, copywriting and
the design and layout of all customer
communications.

Coats has designed and overseen over 350
separate pieces of collateral for the business.