To align Standard Life's values and purpose with their parent company Phoenix Group, whilst increasing relevance and engagement amongst their diverse customer base
The brand refresh is an opportunity to modernise, and ensure Standard Life stay ahead of the curve with their visual identity. With a focus on improving accessibility and diversity, we also evolved the brand toolkit to ensure communications are always digital-first.
Our brief was to develop a refresh of the visual identity of Standard Life.
Research with customers informed the subtle changes to the brand refresh, as we worked through the toolkit updating the colours, typeface, tone of voice and template structures.
Evolving The Golden Thread was an important part of the refresh, with research showing this is a well-recognised brand asset but that it could be used more effectively to provide even greater recognition.
As a signature visual element, the Golden Thread represents the presence of Standard Life in the lives of customers to guide them towards a lifetime of possibilities. The brand refresh developed how this will be used in communications to both add greater impact and to make implementation simpler.
Building the photography bank with more everyday imagery helped increase relevance to customer’s lives and introducing illustration as part of the brand toolkit, adds differentiation to Standard Life’s visual identity.
Photography and illustration presented unmissable opportunities for Standard Life to increase relevance with their customers by highlighting close to home moments, whilst also creating more visual content relating to ESG and societal change.