A change for the better

The pensions industry is often seen as staid, faceless and dull. Perhaps more worryingly, it's also a sector with a reputation for high costs and low service.

Our client Premier was set-up to challenge this. They wanted to offer something visibly distinct and better, which is why they built their whole brand around the concept of 'see change'. Our role has been to help them communicate this in a way that's as bold and ambitious as this defining brand idea.

Putting people at the core

From an identity perspective that means putting their people at the core. Brilliant portrait photography commissioned from Lindsay Broadley is a big part of this – immediately making the business more human and less anodyne than its peers. So are the large pull-out quotes, which give a visible presence to Premier's accessible way of working and talking.

These human qualities are further supported by a design approach that's full of personality. Use of the Berlingske Serif Black headline font creates impact, whilst the striking colour palette stands-out amongst a competitor group that's awash with navy blue.

A human-centred approach

The firm's new website takes this human-centred approach even further. Carefully crafted around the needs of six user persona's, it's designed to echo the same friendly, 'easy to do business with' approach that runs through every aspect of Premier's operations. Insight is shared, not as the standard output of a faceless corporate, but as the real views of Premier's many experts – with an easy connection through to people who can help and advise you at every turn.

More distinctively, across the whole site there's a constant focus on the firm's unique 'see change' ethos, helping every user understand what's different about Premier and why they should care. After all, not every pensions business is the same and this one is determined that each and every client 'sees change' for the better.

"We’re thrilled with what we’ve achieved with OPX. Our new brand really gives us a voice and reflects us as a company whilst being distinctly different from our competitors. The whole experience has been a really collaborative one, we felt that OPX listened and understood our objectives from the start and we developed ideas together instead of being presented with a solution. Fab project management and communication throughout meant there were no misunderstandings and everything ran smoothly. The end result is a beautifully designed brand and website that the whole company are incredibly proud of."

Rachel Gomes, Head of Marketing

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