LV= Life & Pensions Rebrand

The challenge

To evolve the LV= Life and Pension’s brand identity to support the business strategy to be seen as a market-leading investment fund manager whilst retaining the warmth of a much-loved insurance brand that supports other business lines.

The approach

Competitor research and interviews with key stakeholders identified that many advisers see the LV= brand (associated mostly with the GI business and car insurance) as both a strength and a weakness. The well-known quirky insurance brand is a real positive when introducing protection and equity release products to end clients. But despite previous attempts to elevate the sophistication of the brand many wealth management advisers still didn’t
consider LV= as serious player in the investment market.

The challenge became how to retain some of the soul and warmth of the brand whilst providing the flexibility to add greater sophistication in the investment space. We worked in close collaboration with the LV= in-house team to develop brand identity rules that achieved a strong feeling of consistency balanced with the flexibility to appeal to the different adviser and client audiences.

By overhauling the colour palette across the brand by moving away from a light ‘bondi blue’ to a new ‘deep space blue’ colour, we added both warmth and strength to the brand. We moved away from cold mono-blue filtered imagery to a more natural full colour photography style.

And we added much needed flexibility and differentiation across business lines. We created new logo lock ups to separate the product communications for Investments, Pensions, Protection and Equity Release. And for the protection and equity release the use of LVs most recognisable brand asset – the green heart – leveraged the trusted and friendly heritage of the brand that was seen as a strength with these audiences.

And for the investment business, a new more intelligent tone of voice and the use of a green pathway brand device represents how LV= can offer a smoother financial passage to achieve people’s life ambitions and goals.

The results

The refresh has supported the business strategy to increase the LV= brand appeal as an investment fund manager, whilst still retaining their heartland as a much loved insurer.

Here’s what our client had to say:

“We’re delighted to have worked in collaboration with Moreish on this brand refresh campaign – the fresh new look accompanied with intelligent and confident copy reflects LV=’s 15 years of strong smoothed performance has added renewed energy from inside and outside the business”

Jen Bowden
Head of Savings and Retirement Proposition Marketing