BOLD, OPTIMISTIC, EMPATHETIC: HOW A RETIREMENT COMPANY PERFECTED ITS LOOK FOR GEN Z

Summary from the TLDR Design newsletter

Standard Life worked with Conran Design Group to modernize its 200-year-old brand and make retirement planning feel more relevant and approachable to younger audiences by introducing a bolder, more optimistic identity, updated digital-first visuals, conversational messaging, and a new “Journey Line” brand asset symbolizing the ups and downs of retirement. The rebrand aimed to shift perceptions of pensions from intimidating and passive to empowering and human, while preserving the trust and heritage expected from a long-established financial institution.