LV= Product Literature Brand Guidelines

The Challenge

LV= provide financial advisers with a bank of intermediary product literature that they can hand to their clients to explain financial considerations and products. They wanted to refresh the look of the collateral to reflect the premium nature of their products.

Continued use of the LV= heart was mandatory to maintain consistency with the brand identity, but the use of a dominant LV= green heart and teal backgrounds didn’t always suit the nature of the intermediary channel. A more corporate and clean look was required to reflect the high quality product offering in this market whilst still creating a clear connection with the consumer LV= brand.


Moreish Approach

LV= approached Moreish to design a set of brand guidelines for their intermediary product literature.

The style Moreish developed ensured consistency with the LV= brand through touches like the heart-shaped cropping of images, colour palette and image choice.

A generous amount of white space ensured that the literature easier to read and looked professional and appropriate for advisers to give to their customers.


Moreish Results

  • LV=’s intermediary product literature now looks as high quality as the LV= products.
  • LV= loved the design identity so much that it is set to be rolled out across the business and we played a key role in helping them conduct a complete brand review.

Moreish have immersed themselves in our brand so well that they’re able to use their insight and initiative to deliver compelling collateral which keeps our consumers front of mind whilst focusing on achieving our business objectives.”

– Liz Sands, Retirement Marketing Manager, LV=