What does it take to make a 200-year-old financial giant feel relevant to a generation that isn’t thinking about retirement? That's the question Conran Design Group found itself tackling when it took on the job of leading a full-scale brand transformation for pensions and retirement company Standard Life.
Recently elevated to the position of master brand for parent company Phoenix Group plc, Standard Life found itself facing a broader role and wider audience. And it was clear that in order to engage with a younger generation, the brand needed revitalising to compete with its peers as a modern and relevant retirement business. Like all the best rebrands of the 2020s, this one has made a heritage brand feel much more contemporary.
