Brand refresh

Whilst the corporate identity remained solid, the creative platform for the core purpose of the business needed to be refreshed. New imagery was chosen and bakehouse helped map all literature requirements, write copy and design and produce a full range of materials for adviser and client facing use. This included an innovative paper guide to choosing an annuity containing a pull-out flow chart decision-tree.

Giving advisers the tools

Part of the brief was to build a comprehensive range of tools to help advisers develop their annuity and equity release businesses. Our gamification tool called ‘The Advice is Right’, injected some fun into learning about enhanced annuities. This included a registration incentive creating new leads for the Business Development team. We also conceived, wrote and built an adviser toolkit for Equity Release. This delivered straightforward marketing guides across a range of disciplines and material for lead generation. Registrations were tracked and new business monitored. The ROI on the project was over 7 times the investment made, so an all-round success for all involved.

Just Retirement brought fresh-thinking to the annuity market and we were proud to part of the original branding team. bakehouse worked on many projects for the business, including the refresh of its literature, development of adviser toolkits and its highly successful campaign to educate advisers on the role of impaired or enhanced annuities.

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