Copy of Standard Life’s New Brand Identity

If people spend their days bringing clarity to complex issues, their brand needs to do the same.

Standard Life’s internal marketing agency didn’t want to be viewed as “just a department”.

They wanted to be seen for what they are: a fully-fledged communications consultancy. A service that adds value to Standard Life’s B2B proposition.

Our task was to develop a brand to help them change perceptions.

We created a new name for the agency, drawing on Standard Life’s proud heritage.

The business’ location, Edinburgh, has a latitude of 56° N.

Using a 56-degree angle we created a bold logo and graphical device that could be applied across a range of assets.

One month after the rebrand,

the agency achieved


of their sales target

The agency creates communications for Standard Life’s B2B clients: from posters to raise employee awareness of legislative changes, to personalized emails about pension plans.

They create easy-to-understand communications about topics that are normally…not easy to understand. This is the insight we used to inform the look and feel.

The new identity is simple and precise, with a modern, creative twist.