Standard Life, a financial giant with two centuries under its belt, has reimagined its brand to resonate with today's younger generations. The company’s new identity is vibrant and digital-first, aiming to champion retirement in an engaging way.

The challenge was clear: how does a long-standing pensions provider remain relevant when most people aren’t thinking about their golden years? Conran Design Group faced this task head-on, creating a brand that feels both contemporary and accessible. With a new colour palette, photography style, and hero device called the Journey Line, Standard Life is trying to bridge the gap between financial jargon and everyday life.

Key to the transformation was making the brand more modern and friendly – no easy feat for a heritage business. By positioning itself as an 'down-to-earth retirement champion', Standard Life hopes to tap into younger audiences who might otherwise avoid such matters. The company’s mission statement now focuses on helping people secure lives of possibilities, rather than just financial security.

The rebrand also involved crafting a brand personality that's bold, optimistic and empathetic – traits that are often seen as out of place in the traditionally cautious world of pensions. This new approach aims to empower younger audiences by making them feel more connected to their future selves, rather than intimidating or lecturing them.