Richard Hayter

Bring a little love to insurance


Logo designer, lead designer on brand identity, creative director of advertising


Friends Life, Worldwide


brand, financial services, advertising

The merger of three big life insurance companies needed a new brand that signifies both financial strength and a return to the ‘caring’ values of the 19th Century friendly societies.

The idea: a logo that gives you a hug.

The execution: logo design; advertising across outdoor, press and online; brand identity standards; signage, brand videos.