A brand for everyone
Simple. Humble. Engaging.
We created a quick guide to the Standard Life brand to launch the refreshed brand to the marketing team at Standard Life headquarters.
This was an essential introduction for everyone that commissions marketing and brand communications across the organisation.
The ‘point of difference’
A key brand property was developed called the ‘point of difference’. It’s a recognisable element of the brand which now plays a lead role in the brand and marketing communications, always pointing the way to where Standard Life are adding more certainty to customers lives.
Consistency and clarity
We have refreshed a comprehensive package of brand guidelines to help external agencies and internal creative services team to interpret the new brand principles.
WPA were brought in to help us bring our new brand positioning to life. They created a brand model that is memorable and action-orientated, which really captured internal audience and stakeholders’ imagination, revolutionising the way in which they brief, talk about and embrace our brand. It’s now ingrained, in a way that most brand design guidelines never do. What makes them different from other agencies is they are true partners – they’re not afraid to make a leap of faith and share early ideas so the direction can be clearly articulated and come straight back with the solution. It’s a really collaborative effort of agency and client working together to get market-leading ideas.
Standard Life
