Three iconic Canadian brands become one
Three trusted names. Over 170 years of history. Serving one in three Canadians.
The opportunity was to unite Great-West Life, London Life, and Canada Life to create a unique value proposition in a crowded market.
After an intensive discovery phase of internal and external research and consultation, Ove worked closely with the client’s leadership and brand teams to develop a positioning that would equip the new Canada Life to connect with its customers in powerful, new ways. The new brand positioning not only celebrates the here and now, but trumpets inclusion, openness, fairness and community—the values that define and strengthen Canada today.
Ove also designed and developed the new brand identity, visual expression and communication platform to help tell the story and launch the new brand. The outcome: the new Canada Life is well-positioned to become an iconic brand built on a combination of deep heritage and contemporary relevance.
- Internal and external audience research
- Brand strategy and positioning
- Brand architecture
- Naming and nomenclature systems
- Brand identity design
- Visual expression and design systems
- Brand voice and communication guidelines
- Brand governance systems and tools
- Employer brand
- Marketing communications
- Advisor communications
- Employee communications
- Video production
- Brand launch support