Launching a new brand identity into a well-established marketplace can be tricky. Especially when the brand in question – Age Partnership – is a bit of household name. However, the UK’s No.1 Equity Release Advisor decided to update its identity and launch the new brand in early 2023. With multiple advertising channels and a multi-million-pound media spend, the process needed careful planning and management.
GC were approached to help with the new brand roll out and to create a whole new suite of advertising assets in the new brand style. It wasn’t just a case of changing the logo, the whole style and content of the advertising was changing too. Imagery, colours, fonts and content all needed addressing and all needed to be updated.
As the new brand launch was fast approaching, we had to hit the ground running and systematically re-design dozens of press advertisements across national and regional titles as well completely overhaul the animated Google Display Advertising. We developed an effective workflow system so we could share progress with the client at regular intervals. The GC team were able to liaise directly with members of the AP team, and due to our own flat structure, it meant production approvals were far quicker.
We designed and delivered ahead of schedule and gave the marketing team the time they needed to get organised for the new brand launch. No mean feat considering the volume of advertising that needed designing from scratch and the number of subtle variations required. We were delighted at hitting the deadline but also extremely proud of the design work delivered.
Comments from the Age Partnership Marketing Team
“Perfect” “They look great!” “Excellent”