New Brand Launch
- The Problem
- To bring together the UK operations of Friends Provident and the life assurance businesses acquired from Bupa and AXA UK under one new name.
- Predatory Thought
- Friends Life is a new force in the life insurance industry, a new model provider, genuinely dedicated to helping customers navigate uncertainty, protect themselves against day-to-day financial risks and build a better future.
- The Idea
A new name that brings together the rich heritage of three businesses under one banner.
A new logo that incorporates a hug within its letters – to reflect the ongoing reassurance and support Friends Life provides their 5 million customers. And new communications that focus on ordinary, everyday moments that really mean something to people. With the support of Friends Life – represented by the hug – they can feel more confident about their financial choices they need to make to secure their futures. Bring to life the company’s core purpose to give people more freedom and choices to flourish, enhance and enjoy their lives.
- The Results
- The brand launched in March 2011.