Nest Pensions
Brand Campaign Toolkit
Managing pension savings can be confusing and disengaging for many people, especially younger audiences. Retirement planning tends to be seen as distant and difficult. For Us and the Nest team the challenge was to create an engaging visual language and design system to maximise brand impact with a series of hardworking assets, bringing more play into pensions.
Based on this we developed a Direct Response Toolkit as scalable design system to create engaging campaign assets across digital platforms including social media.
It introduces a cohesive layout structure, illustrated clay birds created by Aardman, clean typography, and vibrant brand colours. The messaging and brand becomes relatable and memorable.
The toolkit included detailed guidelines for asset creation across various formats and a breakdown of our grid systems to help the internal Nest team produce consistent communications efficiently across channels, enabling them to quickly produce consistent assets.
CREDITS
Creative Directors: Matt Crump, Gav McReady
Creative: Sam Isaacs
Design: Jochen Viegener, Loty Ray
Account team: Joe Bowen-Hall, Ophelia Vignalou
