The client
Legal & General are one of the UK’s top 50 companies in the FTSE 100 index. They are responsible for investing over £250 billion worldwide on behalf of investors, policyholders and institutions.
The work
Naming • Design for print • Newsletter template
The brief
Firedog was asked to generate the name of the newsletter and develop a fresh design approach for the Mortgage Lender’s literature. Legal & General needed to create communications literature that would feature the smaller mortgage lenders from their panel and ensure that they were giving these lenders an opportunity to promote themselves. Hence the name ‘Spectrum’.
The solution
The name that Firedog created for the newsletter was “Spectrum” which focuses on the diversity of lenders and products whilst reinforcing the new ‘band of colour’ branding concept. Firedog decided to create a newsletter in a brochure format which would look and feel like it had substance and was not just another newsletter easily discarded. We wanted to create something that offered standout and felt valuable. We remained within the Legal & General brand guidelines but were still able to create a newsletter which was fresh, colourful and differentiated.
The results
The success of the initial print publication called for the creation of three extra editions.
