Brand development

Employee benefits are all good. The clue’s in the word: benefits. They show that employers value their employees, and help keep talented people engaged, happy and motivated. All of which is better for business.

But coordinating a range of different employee benefits is often thought to be a struggle. So Standard Life’s idea was to launch an off-the-shelf flexible benefits solution to the HR market. They asked us to help them with the branding.

We took the idea of this comprehensive and competitive range of benefits being pre-packed and named it “BOB” (box of benefits) to also give it a more personal feel. We then devised a proposition of “thinking inside the box” to help tell the brand story.

The identity uses three sides of the box to illustrate the name and give it a sense of dimension.

Bright colours, quirky photography and succinct copywriting helped to build an engaging personality for the brand.

What we did
Brand strategy / Naming / Brand identity / Brand communications: Website / Icon design / Presentation design / Guidelines / Brochures / Art direction