Flying the flag for Maritime pensions
Client
Ensign
Project
The Ensign Rebrand
Services
Sectors
The Brief
The previous Identity and Brand World neither represented nor communicated to Ensign’s target audience. It was not as inclusive as they aspire to be, for two reasons: their imagery is too male centric and fundamentally too sea farer centric. The Plan is aimed at a far broader audience that spans 185,000 jobs in the wider maritime industry.
Designed specifically for employees in the maritime industry, the Ensign Retirement Plan is a low-cost, high-quality pension plan which employers and employees pay into as a way of saving for retirement. Overseen by people from the maritime industry, for people in the maritime industry, makes it uniquely sympathetic to their needs.
The Solution
Ensign felt that ultimately pensions are about people, so we helped them create a bank of images that felt authentic, inclusive and helped humanise the brand. Alongside this, while pensions are an ‘end of career’ product, to be effective they need to interest people at the beginning of their careers. With this in mind we wanted to extensively update the look and feel of Ensign so it felt less traditional and more visually distinctive, sophisticated and memorable.
Flying the flag for Maritime pensions
The Brief
The previous Identity and Brand World neither represented nor communicated to Ensign’s target audience. It was not as inclusive as they aspire to be, for two reasons: their imagery is too male centric and fundamentally too sea farer centric. The Plan is aimed at a far broader audience that spans 185,000 jobs in the wider maritime industry.
Designed specifically for employees in the maritime industry, the Ensign Retirement Plan is a low-cost, high-quality pension plan which employers and employees pay into as a way of saving for retirement. Overseen by people from the maritime industry, for people in the maritime industry, makes it uniquely sympathetic to their needs.
The previous Identity and Brand World neither represented nor communicated to Ensign’s target audience. It was not as inclusive as they aspire to be, for two reasons: their imagery is too male centric and fundamentally too sea farer centric. The Plan is aimed at a far broader audience that spans 185,000 jobs in the wider maritime industry.
Ensign felt that ultimately pensions are about people, so we helped them create a bank of images that felt authentic, inclusive and helped humanise the brand. Alongside this, while pensions are an ‘end of career’ product, to be effective they need to interest people at the beginning of their careers. With this in mind we wanted to extensively update the look and feel of Ensign so it felt less traditional and more visually distinctive, sophisticated and memorable.
Red flags
People led portraits
