We worked with Royal London to plan, execute and support the business through the transition of merging Scottish Provident and Bright Grey under the Royal London brand.
Brand strategy, integrated launch campaign strategy, internal promotional materials, email marketing, banner advertising, direct mail, brand animation and sales tutorials.
The message for us was clear. The new Royal London brand was combining the experience of a 178 year old company (Scottish Provident) and the energy of a young brand (Bright Grey) with the strength of the UK’s largest mutual life and pensions company.
The campaign needed to inform staff, advisers and customers of the upcoming changes. It had to reassure them that Royal London was making a difference for the better and inspire them to engage positively in the next chapter of the business.
Blending these three distinct identities together was a challenge we relished, and we were confident that we could bring them together to represent a strong, fresh and elegant brand. We devised a strategy which told a positive story that developed over six months and delivered a clear, targeted articulation of the journey to the new brand.
Our concept was based on bringing out the best of each brand and weaving them together to create one identity. We achieved this by merging the traditional blue of Scottish Provident and the vibrant magenta of Bright Grey to create a strong visual identity that highlighted the journey ahead as they harmoniously came together under the Royal London brand.
“We were very impressed with the initial creative idea as it really hit the mark in terms of the brief. It was simple and elegant and we immediately saw how it could be applied across multiple channels.
The team did a great job of executing this across various channels, ensuring all of our target audiences were made aware of the rebrand. Both internal and external feedback on our rebrand communications has been extremely positive and I am delighted that LEWIS are now one of our chosen agencies.”
Senior Protection Marketing Manager
The One Place for Protection creative was developed and used on a series of collateral throughout the campaign. We created a verbal and visual toolkit for staff and intermediary customers explaining the merge using language and imaging appropriate for each brand, ensuring the benefits were clearly outlined.
This included internal and external sales aids, posters and presentation templates, landing pages and a dedicated One Place for Protection microsite, a series of emails and online tutorials and videos.
A timeline of the rebrand was included on the microsite to offer reassurance and we focused on ensuring that all communications relating to the new brand were both stylish and informative.