SCOTTISH WIDOWS

Brand Refresh, Identity Overhaul, Tone-of-voice and Literature Programmes

Scottish Widows is one of the UK’s best known life insurance and pensions brands. They are located in Edinburgh, and were established after the Napoleonic Wars. Scottish Widows have provided financial services to the UK market since 1815.  BrandCreed were asked to strategically reposition the brand around the proposition of “preparation is everything”, using “approachable guidance” as their emotional driver.

Following a broad based review we strengthened the brand identity and redefined the relationship of the Widow imagery across consumer and professional channels both online and offline.