Standard Life: A New Brand Identity For 56°

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 personalised 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.