Branding

BoE_900x607

Employer branding for unique creatures

The Bank of England is the UK’s central bank. Its mission is to promote the good of the people by maintaining monetary and financial stability. It employs over 4,000 people across multiple sites throughout the UK.

Human behaviour values short-term gratification over better long-term value and this is shown by our attitude to saving for life after work. The UK is approaching a crisis of an ageing population who can’t afford to stop working, stifling the employment opportunities of younger generations. The onus is therefore on organisations to inform, inspire and engage employees with the importance of lifetime saving.

Compared to the UK private sector, the Bank of England have a good pension arrangement for their employees but a survey revealed it wasn’t appreciated or understood as highly as some other benefits. Communications weren’t leading to decision making – only 27% of employees felt informed about how to make their annual pension choices. To show commitment to their financial wellbeing, the Bank wanted everyone to understand and value their complete benefits package, and particularly their pension.

We proposed a new reward brand that fits within the existing corporate brand to help differentiate and elevate pension communications. We rationalised the naming of the products and recommended a framework for a range of communication outputs, including four short animations. These help to explain the basics of pensions and how the Bank’s scheme works.

The first two animations were launched in the benefits window and were immediately labelled a success. The launch received over 1,200 ‘likes’, 3,800 page visits during the benefits window and nearly 80% of employees clicking on one of the videos.

All four of the animations can be seen at the below links:

1. Back to Pensions Basics

2. How a Career Average Revalued Earnings Pension Works

3. How to Dial Up and Dial Down your Pension Contributions

4. The Importance of Saving for Life After Work

Graphic Design Landscape UK Pilot

Engaging and educating pension scheme members with KPMG

Landscape was invited to design and build an innovative pensions tool for KPMG to guide pension scheme members. We helped define the proposition and named it ‘KPMG Pilot®. Your money, your way, your destination’.

KPMG Pilot® provides insight, powering conversations and igniting action. It allows members to dynamically model their retirement outcomes and helps organisation’s gain clarity around their workforce and defined contribution pension provisions. It integrates with a back-end stochastic engine that displays member values in real time, and tracks ONS data. We also built in quality analytics to measure member engagement and usage.

Graphic Design Landscape UK

Branding for the International Coal and Climate Summit in Poland

The World Coal Association hosted an International Coal & Climate Summit in Poland, bringing together policy makers and business leaders to discuss how coal can play a role in global development. Landscape created the branding for the event, including it’s application on signage and wayfaring. We also designed the Warsaw Communique which was launched at the event, a three-step call to action to support the use and deployment of more efficient coal technologies to tackle climate change, and the branding for the inaugural Leadership and Excellence Awards.

Graphic Design Landscape UK

A campaign that visualises Zurich’s corporate strategy internally

Zurich approached Landscape to help articulate the business strategy of their Global Corporate business to Zurich employees. At the time, it was a wordy and unengaging PowerPoint slide. We picked out the key messages to create a ‘Trinity’ graphic icon that was then used across posters, interactive banners and deskdrops. We also created environmental graphics for pillars within the head-office so that it looked like the strategy was so ensconced within Zurich it was part of the construction of the building itself.

Graphic Design Landscape UK

A pensions brand for JP Morgan

In partnership with Willis Towers Watson, Landscape were asked to create a visual language that could be applied to various pension communications for J.P. Morgan UK employees. We created a library of graphic icons in different colour treatments that underpin specific pension messaging which can build to create larger illustrations that support the objectives of individual communications. This was implemented across various print, digital and film applications.