Securian Financial

A brand built on shared values.

As a nearly 140-year-old player in the retirement, insurance and financial solutions industry, Securian Financial wanted to boost its B2C presence. From brand position to massive brand overhaul, we helped them articulate a story of shared values that resonates with their target market.

Given the importance of their new consumer focus, we created an immersive and interactive experience at corporate headquarters to help employees get a feel for who Securian Financial’s core customer is and what drives them.

We created a new identity that represents what matters to Securian Financial and their core customer—unity, diversity, continuity and human touch—then leveraged the new brand across every internal and external touchpoint, including the company’s first-ever national advertising campaign.