LV= Heart of Retirement Positioning & Logo Design

The Challenge

LV= wanted their varied suite of retirement products to have a common identity and brand which reinforced its position as a leading retirement provider.


The Moreish Approach

We created ‘the heart of retirement’ logo, which enabled LV= to tie all retirement products together under an umbrella brand.

Moreish also developed a set of guidelines for the ‘heart of the retirement’ identity.

Within this, we helped LV= to develop and articulate the proposition – exploring what it means to be the heart of retirement and providing a set of values to live and breathe by.


Mediums Used

  • Logo Design