Prudential

Visual Identity // Guideline

As Prudential’s customer strategy evolved, they needed renewed clarity around their business proposition and a refreshed visual identity that injected a new personality for a new target customer.

We worked closely with Prudential’s employees and customers to identify what was true, relevant and differentiated about their iconic brand. Helping us define a new visual landscape, whilst remaining true to their brand and heritage.

Whilst delving into Prudential’s history, we uncovered strong brand truths in the semiotics of Prudence. Our concept established key systems and visual tools for this iconic symbol, putting her back at the heart of the brand’s visual identity, photography, and layout system. The new brand articulation also put people and their futures at the core of the creative solution through storytelling photography. These visual narratives invite the target customer to imagine the freedom and possibility of retirement - speaking to their belief that retirement is really all about ‘me’.

Across the engagement, we delivered a new set of guidelines, website design, sponsorship program, advertising and brochures that built a more positive customer experience.