"Legal & General Brand Book: Every Day Matters"
Company:Smith & Milton
Designer(s): Caroline Phillips, United Kingdom
Category: , Professional
User's Profile : -
What is an insurance company for? You go to them
when you really need them – when, let’s face it –
something shitty happens. So why should their
marketing be all happy families and glossy lifestyles?
This is real life, the good and the bad. Over the past
few years, we worked with Legal & General to craft
their Organising Thought: Every Day Matters. This
Brand Book encapsulates what that means for Legal &
General, what they believe in, care about and stand
for. This book was given to every employee at Legal &
General, its aim being to put their customers needs at
the heart of everything they do.
The Brand Book is a collection of emotive customer
stories. The design is minimal in order to let the
powerful photography do the work. It is a beautiful
storybook that breaks the mould of what other
insurance companies in the market have dared to do.
The powerful and impactful photography was inspired
by Tibor Kalman’s work on the Colours series for
Benetton – the grittiness of the everyday. From the
arresting image of a newborn’s first breath to the
emotive picture of a victim of domestic abuse, these
images were intended to make their employees think
long and hard about the issues their customers may
be facing. This is real life. This stuff is important.
Every day matters.
The Brand Book was printed in 4 different versions in
each of Legal & General’s brand colours; red, blue,
green and yellow. Special attention to detail was given
on the binding and finishing and a flush-edged trim
allows the images to flood the page and be the focus
of the book.
About the Designer/Company
No information has been provided