FROM THE BEST-KEPT SECRET IN FINANCIAL SERVICES TO THE MOST-LOVED AND FASTEST-GROWING INSURANCE BRAND ONLINE IN JUST THREE YEARS.
Liverpool Victoria is the UK’s largest friendly society, a unique kind of mutual financial services organisation.
For 165 years they had helped people find freedom from financial worry and had attracted 2.5m customers and had £8bn of assets under management. Yet despite being a top 20 spender on direct marketing, spontaneous awareness of the brand was very low at 3%. In fact they described themselves as ‘the best kept secret in financial services’. Our task was to rejuvenate the brand and help it become a truly differentiated provider of financial services and advice.
We conducted research and workshops with stakeholders across the breadth of Liverpool Victoria’s business. From these, we redefined Liverpool Victoria’s mission as Delivering true wealth for the many; in essence, liberating their members and customers from daily financial worries and enabling them to enjoy the important things in life. To deliver this in a unique and competitive way, Liverpool Victoria had to behave like a mutual but perform like a plc, an idea we expressed as Sharp with a heart. We then articulated what this would mean in both a practical and emotional way.
NAME AND BRAND IDENTITY
We embodied Sharp with a heart in a new brand identity.
We abbreviated the name to LV=, retaining much of the heritage in the name, but making it shorter and more memorable. We rendered the ‘V’ as a heart to express the empathy of their excellent service and added an equals sign as a modern expression of mutuality (a society of equals) and sharp financial skill.
The logo provides a flexible system for describing their range of products and services, for integrating existing initiatives and helping make the most of new opportunities – all within a consistent brand architecture framework. It also provided a smart way to integrate the logo into messaging.
We developed the brand to work online, in literature, in sponsorship and environments. We produced internal communications to introduce the brand to LV= staff as well as comprehensive guidelines for all agencies working with the brand. The response to the brand has been overwhelmingly positive from IFAs, customers and staff alike, who have a new pride in their workplace.
GROWTH IN THE LAST 3 YEARS & NOW THE FASTEST GROWING INSURER
LARGEST CAR INSURER IN THE UK
FOR GREAT VALUE,
DOUBLE SINCE 2005
HIGHEST ADVERTISING AWARENESS FOR THE SEVENTH HIGHEST SPEND