Boxing clever with a disruptive new pensions brand

  • The Brief

    Box Pensions

    Box Pensions is an innovative, easy-to-use new pension scheme that will look after someone throughout their lives. Designed to sit in a void space between the pension schemes run by large life companies, the Box scheme is low cost and simple to maintain – enabling employers of all shapes and sizes to offer it to their employees. We were commissioned to create an exciting, contemporary, disruptive brand that evoked a sense of security, solidity and simplicity.

  • Industry Sectors

    Financial ServicesProfessional Services

    Deliverables

    Brand GuidelinesBrand IdentityBrand PositioningBrand StrategyCopywritingDigital CollateralIllustrationInternal CommunicationsPrint CollateralWebsite Design

After undertaking a comprehensive audit of the pensions market, and compiling in-depth analysis of the audience, we began by creating all of the core brand assets of logo, typeface, colour palette and brand guidelines. Along with the brand proposition and copywriting of a range of key headlines, this allowed us to create all of the core stationery and presentation templates at pre-launch stage.

We knew that to truly create something distinctive and disruptive in this congested marketplace that we had to create a visual language that was both surprising and impactful, whilst appealing to each of the core target audience groups of employees, employers, pensions advisors and accountants. To do this, we looked at a number of image makers – illustrative, graphic and photographic.

 

Our recommended approach was to create a bold, vibrant graphic metropolis that would be made up of four distinct quadrants -representing the four audience groups. Interacting with each quadrant at the centre of this world would be the Box – allowing the brand to be at the heart of everything. We commissioned illustrator Ben O’Brien to bring this metropolis to life under our direction – and he set about the task of sketching out the Box metropolis with pen and paper.

As an incredible piece of digital art, this approach allowed us to zoom into certain areas of the final master metropolis whenever we needed to focus on specific messages, products or services. This gave us a huge amount of visual assets that could be used in part or in whole across every channel.

With the final artwork completed, we then started rolling out the creative across a wide range of printed collateral – from posters and brochures to newsletters and welcome packs.

In parallel to this, we began creating the site plan and wireframes for the Box Pensions website. Working closely with the client to define and shape a clear user journey through all aspects of the platform – we ensured that the copy and imagery was approved for each section before beginning the design in earnest.

To help with the navigation and communication of each of the core services and products, we also created an ownable set of icons that worked in perfect alignment with the master Box Pensions brand.

“In looking to launch a completely new product into an incredibly busy pensions market, we knew that we had to create a brand that not only matched our vision – but which looked established, credible and memorable. But it had to do much more than that – our message needed to cut through to our customers in the most relevant ways. We Launch totally understood what we were looking to achieve, and subsequently delivered on all aspects. Their creativity, insight and organisational skills have allowed us to launch with absolute confidence. They have produced a brand unlike anything in the market – and one which we are so proud of.”

Chris Benarr, Director, Box Pensions