Ensign

Flying the flag for Maritime pensions.

Client

Ensign Retirement Plan

Project

Rebrand

Services

Brand Identity, Design, Photography, Web, Art Direction, Print Management

Sector

Maritime / Financial

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.

Background

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.

Ensign Identity

Red flags

The Red Ensign is the flag flown by every British merchant or passenger ship since 1707. Previously this flag had been depicted as an intrinsic part of the logo, creating a somewhat uncomfortable and possibly redundant lock-up between word and symbol. Ensign asked that we address this as it created issues in layout and legibility at small sizes. These issues were solved by separating the word mark and the flag, making the new abstracted flag into a far more iconic brand symbol, while also clarifying and simplifying the wordmark itself.

Ensign Logo
Ensign Flag Device
Ensign Business Cards
Ensign Folder

People led portraits

Previously the photographic direction revolved around a black and white ‘world of maritime’; huge ships, ports and machinery. People were often an out of focus afterthought, usually small in the frame and in many cases not facing the camera. We wanted to completely reverse that, our image direction focused on people not things. We want to tell a visually inclusive story that demonstrates the breadth of the industry. We wanted members to look at these portraits and see themselves, to get the sense that this is a pension that talks to and understands their part in the industry.

Ensign Portrait
People first maritime pensions - Brand Strapline
Ensign Banner Stands
Ensign Magazine Advert
Ensign Brochure
Ensign Brand Guidelines
Website Design and Development