As a nearly 140-year-old player in the retirement, insurance and financial solutions industry, Securian Financial wanted to boost its B2C presence. From establishing a new, focused brand position to a massive brand overhaul, we helped them articulate a story of shared values that resonates with their target market.
Throughout the process, we brought employees along for the ride, ensuring they understood both the goal and the path to get there. Our brand work kicked off with a new identity system that represents what their core customer stands for—unity, diversity, continuity and human touch—and culminated in the company’s first-ever national advertising campaign.
What We Did
Centered around life’s
Net profits up 35% in 2019**
*Nielsen Brand Effect: Final Report 2018 **Star Tribune, Feb. 26, 2020