‘The caricature of an actuary is that of a middle-aged man more comfortable with figures than with human interaction...' (The Times, 10.2.09)... But, in reality, the profession is becoming younger, more women are joining, and the grey-suited image is now outdated.
To enhance their reputation, the Actuarial Profession decided it was time to refresh its image: attract new blood and to clarify public perception of what actuaries do. Living was appointed to help achieve these goals by building a new visual brand.
Actuaries are typically highly intellectual and operate with the highest standards of integrity. Following our comprehensive discovery phase it was clear that a new, more future-facing, visual brand was required.
Leading with an up-beat colour palette and conceptually-fuelled imagery, the visual brand provides a contemporary look that is a remarkable step-forward from where the Profession used to be. Importantly, the new style cleverly reflects the younger audience whilst not alienating the more senior members.
The new brand is full of life. Living developed a comprehensive suite of communication tools, both on and offline, which will help the Profession achieve their vision to develop a worldclass member support organisation.
The profession is changing and so has their brand... for the better.