Scottish Widows – See your future, own your tomorrow

Scottish Widows has been helping people plan for the  future for over 200 years.
As customer expectations evolved and digital channels became increasingly important, the brand needed to modernise its presence while retaining the trust and recognition built over generations.
The brand had a recent refresh to a simplified,  digital-first identity centred around a distinctive red symbol.
We helped launch the brand by creating a connected  brand ecosystem that translated the new identity across digital experiences, communications, and customer touchpoints, helping Scottish Widows build a more  consistent and engaging brand experience for the future.

Role

Evolved the Scottish Widows brand following its refresh, extending  the identity across digital experiences, activation, and governance.

Led multidisciplinary teams across brand, digital, motion, and copy to build a scalable brand ecosystem that strengthened consistency and customer engagement. Acted as a trusted advisor  to in-house teams and agency partners, driving brand adoption  and ensuring a consistent experience across customer touchpoints.

Deliverables

Brand Development, Digital and Motion Design, Experience Ecosystem Design, Brand Guidelines, Governance, Creative Management, Design Systems, Gamification, App Design, Digital Experience

Impact

Extended the visual and verbal identity into a connected digital ecosystem, strengthening consistency, recognition and engagement across customer touchpoints while building on over 200 years of brand heritage.

83% brand awareness (YouGov)
Top 10 UK financial services brand (YouGov) 