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 to help make the brand more relevant, accessible and modern.

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

We created Standard Life's now iconic Golden Thread to represent the role it plays in the lives of its customers. We developed this element to have impact, while being simpler to implement across a broad range of channels.

To make Standard Life’s visual identity even more powerful, we implemented a signature illustration style and a large library of characters and scenarios that brought unique personality to the brand.

By adding more everyday imagery to photography, we made communications more relevant and relatable to the customer base and more reflective of societal change.

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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