ABOUT
On the cusp of its 200th anniversary, Scottish Widows has revealed a new brand and visual identity.
The key challenge for Scottish Widows was to cut through the prevailing apathy towards pensions and to give the brand a human warmth. Following the appointment of communications partner 101, we collaborated closely with them to create the new identity which draws on the rich heritage and powerful equity of the brand whilst making it relevant to a contemporary audience.
Based on the proposition ‘Life is better when you have a plan,’ the new look and feel capitalises on the elegance and beauty of the living icon while the visual and verbal language conveys Scottish Widows’ trust and professionalism.
It was then executed through a full suite of assets including imagery, typography, colour palette, layouts, tone of voice and offer signposting. We used a combination of classic brand guidelines alongside passionately delivered brand immersion sessions to help actively manage the brand development and then deliver it through digital, literature and internal communications to ensure an inspired and consistently implemented visual identity. The result is a sharply executed, powerful British brand that looks contemporary, relevant and beautiful and we’re very proud to have been involved in such a key moment of its history.
Back to The relaunch of an icon project
Joe Bracken
Account Manager, Grammatik
United Kingdom
Digital Recruitment Company
United Kingdom
Creativepool
United Kingdom