Legal & General are one of the largest financial organisations in the UK. Brought in on a brand consultancy project, we worked across the entire organisation to find a proposition this complex, yet principled, organisation could unite behind.

The result was the mantra ‘Do the right thing.’

But we also needed to create a visual identity that could unite the organisation, to replace the disparate graphic styles that had sprung up in separate business units over the years. At the heart of it was a blue line that ran through everything they did, just like their ‘doing the right thing’ brand ethos. All of which we introduced with a stirring brand manifesto film which then rolled out through press, digital advertising and collateral across the organisation.