Emperor Foundation
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Emperor foundation

Responsible business
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Responsible business

Emerging Talent
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Emerging Talent

We helped FTSE 100 powerhouse Phoenix Group, the UK's largest long-term savings and retirement business, through a major strategic rebrand, which brought all its sub-brands together under one roof.

Our Role

  • Brand
  • Campaign
  • Employee Engagement
  • Digital
  • Presentations


The company wanted to bring its new Phoenix Group brand to life, while connecting it to its sub-brands, including Standard Life, SunLife, ReAssure and Phoenix Life, and establishing it as the single employer brand for all its people.


Working as an extension of our client’s team, we embedded the new brand everywhere – running over 30 workstreams, and developing everything from photography, icons, illustrations and intranet, to social, films and animation. We also helped to cement Phoenix Group's unified culture, by producing and planning the launch of its first company-wide Code of Conduct.


people reached via press coverage highlighting the new brand

of employees felt the new Code is relevant and has value for the wider business

Best Internal Communications Strategy at the Business Culture Awards 2022

It’s been an immense project, requiring agility, passion and resolve. So yes, rebranding is a lot more than just a logo. Great work guys. Thank you.

- Ben Rhodes , Brand Director at Pheonix Group