Challenge

A major pension scheme underwent a corporate rebrand to align with its sponsoring employer’s updated identity. This required a full refresh of all member-facing communications — from websites and benefit statements to print and digital campaigns. The challenge was to apply the new brand consistently while keeping content clear, compliant, and accessible for a broad member base.

Strategy

Planned and delivered a phased rebrand of scheme communications. The focus was not only on applying the new visual identity but also on simplifying tone and structure. The aim was to improve readability and member trust while ensuring consistency across all communication channels.

My role & contributions

• Content refresh: Updated and rewrote member materials, applying the new tone of voice with a focus on plain language and accessibility.
• Website updates: Partnered with design teams to restructure web content and integrate the rebrand across all digital pages.
• Benefit statements: Contributed to the redesign of member statements, presenting financial information more clearly and in line with the new visual identity.
• Stakeholder collaboration: Worked with senior stakeholders to secure sign-off, ensuring the rebrand balanced compliance, brand standards, and member needs.

Execution

• Applied the new colour palette, typography, and design system consistently across member communications.
• Rewrote key sections of content, cutting jargon and breaking down long explanations into digestible formats.
• Delivered updated websites, print packs, and benefit statements under the new brand identity.

Results/impact

• Scale: 60+ artefacts updated, including website, forms, templates, and emails.
• Accessibility: WCAG 2.1 AA passed across web templates and PDFs.
• Delivery: Completed on schedule with minimal disruption to campaigns.

Learnings

• Rebrands are an opportunity to simplify and improve accessibility, not just update visuals.
• Engaging stakeholders early kept approvals smooth and timelines on track.