How do you unite three strong
brands into something utterly
iconic?
How do you unite three strong brands into something utterly iconic?
THE OPPORTUNITY
Unite three existing brands to create a unique value proposition in a crowded market.
THE OUTCOME
One year following the new brand launch, the brands’ value, consolidated under the new, single Canada Life brand, increased by 80%, making it Canada’s fastest growing brand in 2020.
Few Canadian brands can claim such history, dating back to 1847. Yet when Great-West Life approached Ove with its unique opportunity, it had its sights set firmly on the future. The opportunity? Bringing together Great-West Life, London Life and Canada Life into a single brand that would have an iconic presence in a crowded and commoditized marketplace.
Brand building in close collaboration with the client
After an intensive discovery of internal and external research and consultation, we worked closely with client leaders and brand teams to uncover the brand purpose. This would eventually serve as the framework and brand positioning for the launch of a unique and distinctive brand. The strategy, visual identity and voice were all under consideration.
Research unveiled a number of key insights. First, it revealed incredible equity in the Canada Life name, which would become the new brand name, encompassing all three entities. It also uncovered an untapped market opportunity based on reframing how Canadians think about insurance and wealth planning. The new vision? To shift the conversation to focus on confidence in what can be achieved today with Canada Life as a guide. The new brand positioning celebrates the here and now, while trumpeting inclusion, openness, fairness and community – the values that define and strengthen Canada today.
Our new, single brand and its story make it easier to talk with consumers about what makes us different. It helps us simplify how we work, helps us grow our business and ensures we continue to put customers at the centre of what we do.”
Andrew Morris, VP – Brand & Sponsorship, Canada Life
An identity that helps tell the brand story
Canada Life’s visual expression and brand identity were designed to help tell the brand story – guiding Canadians to reach their potential, every day. First and foremost, the Canada Life logo brings the word life to life; it’s organic and suggestive of an individual journey. Meanwhile, the continuous line treatment on the word life promotes the feeling of moving forward with confidence and a sense of direction.
Not only is the brand’s “humanness” illustrated throughout its typography, it is also expressed in photos and tone of voice. The photography is vibrant, portraying relatable everyday moments, incorporating a diverse tapestry of people, effectively aligning with the company’s goal to serve Canadians from all backgrounds and regions.
Launching the new Canada Life
With 11,000 employees and 13 million customer relationships, a lot of strategic planning was required to launch the new brand. Ove developed an “inside-out” approach to announce the brand over a phased launch, beginning with an internal communications strategy that was supported by events, videos and employee brochures.
For the external launch, it was important to introduce the new brand to Canada Life’s stakeholders so that they could help deliver the new brand’s messaging from advisors right through to customers. Print and digital out-of-home advertising, e-directs, and marketing collateral were developed to introduce the new Canada Life.
Exterior Signage
Brand launch employee brochures
Brand launch social media posts
Brand launch activation installation
Newspaper announcement ad
Brochures for advisors to share with their clients outlining the impact of the new brand
The new Canada Life brand was built on the DNA of our organization. It reflects our history, our people and our approach to business. Because of this it has acted as a strong rallying cry for our employees. Together, we can help our customers, advisors and communities reach their potential.”
Jeff Macoun, President and Chief Operating Officer, Canada Life
Our contribution to Canada Life’s transformation
- Research and Insights
- Brand Strategy and Positioning
- Brand Architecture Strategy
- Communications and Messaging Strategy
- Naming and Nomenclature Systems
- Brand Identity Design
- Marketing and Advertising Communications
- Corporate and Employee Communications
- Visual Identity System and Guidelines
- Brand Governance
- Employee Engagement
- Signage and Environmental Design
- Annual and Sustainability Reports
- Brand Training
