The People's Pension

An award-winning brand for a ground-breaking pensions provider


In 2011, workplace pensions and benefits provider B&CE briefed Living to lead the communications launch for its auto-enrolment product, which was to be called The People’s Pension. Given the scale and complexity of the task, we operated on an extremely short lead-time - from briefing to launch, we had just six months to get it right.



We created a crisp, clean and engaging visual brand identity and messaging style, and used the new brand platform to develop a fully integrated communications plan for both before and after launch. Almost overnight, our campaign repositioned B&CE from a niche benefits provider to one of the leading players in the emerging auto-enrolment pensions sector.


Launched in the awe-inspiring Great Court at the British Museum, our work for The People’s Pension embraced a diversity of channels including literature, web, video, social media, advertising, events and PR.



Our landmark campaign put The People's Pension on the map, with over 350,000 employees enrolled in the first year alone. Awarded 'Financial News Scheme of the Year', our work was shortlisted for award at the Financial Services Forum and picked up no fewer than seven Transform Awards. Most importantly, The People’s Pension has now become one of the largest private sector pension schemes in the UK with more than 100,000 active employers, over 6 million members (1 in 5 UK employees) and over £20 billion of funds under management.

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