The annuity market – and indeed society – has changed. Today it’s often said that “60 is the new 40”, so the brand cues that were once appropriate for a typical annuity customer are no longer so relevant. That was exactly the situation Annuity Line found themselves in after changing their name from MyRICH. To address this, Annuity Line asked to create a brand identity that would appeal to this younger-feeling (and increasingly digital-savvy) audience.

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A mission to explain

An important part of this was finding a suitable way to explain Annuity Line’s offer. Pensions – and annuities in particular – can be a tricky topic for the uninitiated. To address this Annuity Line wanted to reposition themselves as the modern pension-buyers’ friend, explaining this somewhat convoluted subject in straightforward terms. The result, they reasoned, would support their ambition to become the first clickable choice in the online annuity market, helping them stand out in a crowded, competitive area.

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We created a brand with a confident, reassuring modernity. The new logo subtly references a cursor, signalling the importance of digital to Annuity Line.

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Follow the arrow

Annuity Line’s brand is built on the idea of guiding customers to make the right financial decisions to support their long-term happiness. To reflect this and underscore their ambition to capture the spirit and aspirations of today’s pension buyers we created a multi-faceted arrow logo that suggested direction and progress, as well as subtly referencing the familiar shape of a cursor.

Just a year into its branding programme, Annuity Line had enjoyed a 128% growth in turnover. It is now well established as the largest player and market leader in its sector.

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Primary colours

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Out in front

The result was a confident brand that positioned Annuity Line as a credible alternative to better-known pension providers, with a new logo that signalled their goal of creating the most user-friendly brand in the market. We’re delighted to say that just one year into their branding programme, Annuity Line’s turnover had increased by a remarkable 128%, establishing them as the largest player and market leader in their sector.

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Working with Cubic was one of the best decisions we’ve ever made. From day one they really understood us. The brand identity gives us real standout and firmly positions us at the forefront of our sector.

Craig Slater
Marketing Director, Annuity Line

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Vision and values
Content strategy
Social media plan

Identity

Visual identity
Verbal identity
Identity systems
Brand guidelines
Brand guardianship
Illustration

Experience

Campaigns
Print and literature
Digital styling
Ideas generation
Corporate reporting
Content development
Branded environments
Photography
Motion design
Iconography
Animation
Copywriting
Design templates
Office templates

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