Legal & general Digital rebrand

Role: Lead UX Writer

Brief: Develop a new brand identity for Legal & General Investment Management’s (LGIM) Personal Investing division

Responsibilities: Branding, creative strategy, copywriting, art direction

As such a huge organisation, L&G’s network of brands and sub-brands is pretty complex. Hopefully this breakdown makes it clearer:

Legal & General Group: the parent brand

LGIM: the investment-service brand (consumer and commercial)

LGIM Personal Investing (LGIM PI): the consumer retail wing of the LGIM brand

All sorted? Grand, now on to the matter at hand…

Central to LGIM PI’s digital experience and product transformation is the new brand identity.

As part of the LGIM PI Creative team, I worked with the wider Group Brand and LGIM Brand teams as well as the LGIM PI Strategy, Product, Marketing and Legal teams to develop our brand identity, design language, voice and copy style guides.

Here’s the wider group’s brand strategy (password: L&G2).

These are the product-agnostic LGIM Personal Investing personas (password: L&G3).

This is our LGIM PI design strategy (password: L&G1).

And finally, this is our LGIM PI copy tone and style guide (password: L&G4).