Richard Hayter

Bring a little love to insurance

- ROLE

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


- FOR

Friends Life, Worldwide


- TYPE

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.