LEGAL & GENERAL

Uniting business and brand strategy through an authentic corporate narrative.

IN BRIEF 
A diverse and dynamic business, Legal & General is a top 20 global asset manager, the UK’s largest provider of individual life assurance products and a market leader in managing retirement risk for pension schemes in the UK and US.

The company needed a partner who properly understood both its business and brand strategy and could create communications that connect with all its audiences across the full range of channels.

WHAT WE DID
Given the breadth and variety of Legal & General’s audiences and the multiple strands and shades of meaning within its business strategy our role has been to distil and develop the brand narrative that unites and amplifies all its communications.

We developed this core narrative, along with a messaging framework, content strategy and design approach to explain and express the distinctive difference the company makes and to underpin our work with the corporate communications, marketing and brand teams.

We designed and delivered the new Legal & General corporate website as a living hub for the company’s key stories and developed a corporate reporting suite that meets the needs of investors and analysts while communicating the brand story to a wider audience.

And we developed an approach to environment branding that makes the head office itself a core part of brand communication, resulting in a consistent narrative across all assets and arresting visuals throughout the building.

"We were delighted with what Superunion achieved in developing our 2016 Annual Report. Not only did it demonstrate their high creative quality but the project was handled thoroughly professionally, by a really friendly team who met all the demanding targets we set ourselves. The project was co-ordinated smoothly across both printed and online material, achieving a fully integrated approach to communication."

DAVID HAGARTY
Policy and Communications Manager, Legal & General

Awards

Corporate & Financial Awards
Silver
Highly Commended

Corporate Communications Awards
Winner