Setting a new standard.

Standard Life asked us to refresh their brand assets and styling to embrace a digital-first, simpler approach to communication and customer engagement.

To do this, we worked on every element of their brand toolkit, one-by-one, to the highest of standards.

Led by customer research, we updated colours, typeface, tone of voice and template structures.

Standard Life’s iconic ‘Golden Thread’ device was key – and we developed it to add greater impact and make it simpler to implement.


By adding more everyday imagery to photography, we made communications more relevant and relatable to ESG and societal change. And through the intelligent, subtle use of illustration we made Standard Life’s visual identity even more powerful.

We were proud to deliver strategically and creatively as one team – and we found that ‘our golden thread’ was how much we enjoyed working together. 

Emperor is able to deliver creative, strategy and highly efficient delivery from the one team. As importantly, the process is enjoyable and the working relationship dynamic and collaborative.

Head of Customer Marketing
Standard Life


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