Services

Strategy / Brand Audit / Brand Identity / Copywriting / Implementation

Challenges

The top FTSE financial organisation with more than £257bn in assets under management. It had created silos producing multi-product marketing, had forgotten
its sense of individuality and without coherent brand building, spontaneous awareness had sunk to 2%. In brand terms the business had lost its clarity of thought and identity.

L&G_PORT_SQ_Logo

The leading question from a senior city analyst to Tim Breedon on his first day as CEO:

“So Mr Breedon, 
can you tell me what makes Legal & General different to other the financial institutions?”

L&G_PORT_FULL_Approach

Approach

To install a new culture within the business that centred around a singular brand challenge to create:

  • One business
  • One brand
  • One positive experience

£82m

Cash growth in the year post brand launch.

Our organising thought

LG_PORT_FULL_Strapline

Solution

We identified within the organisation the truths and driving forces within its working culture, personnel, competitive environment and communications. We found genuine, compelling ‘reasons to believe’ in the organisation.

These were channelled into a singular imperative that now runs through the business — “Every day matters’.

This call for action became the Organising Thought™ to unify a new internal change culture and internal and external communications programme.

+465%

Faster share price growth than the rest of the market.

L&G_PORT_FULL_Life
L&G_PORT_FULL_Death
L&G_PORT_FULL_AndEverything
L&G_PORT_SQ_HelloBook

+19%

Increase in revenue for investments.

Smith & Milton
L&G_PORT_SQ_OpenBook1
L&G_PORT_SQ_OpenBook2

+12%

Average increase in operating profits across the business.

Smith & Milton
L&G_PORT_SQ_Laptop

Recognition

We are very proud to have received both Gold and Grand Prix DBA Design Effectiveness Awards for our work with Legal & General.

L&G_PORT_FULL_daba
L&G_PORT_FULL_Lifts
LG_PORT_SQ_GreenStrip-spread
LG_PORT_FULL_Book
L&G_PORT_SQ_Guidelines1
L&G_PORT_SQ_Guidelines2
L&G_PORT_SQ_Guidelines3
L&G_PORT_SQ_Guidelines4

Tim Breedon, Group Chief Executive

“In our industry, very few brands have managed to create real differentiation and impact in peoples’ minds.”