Next generation thinking

Ambition – To redefine workplace savings

Aspire, a next generation provider of workplace pensions and part of the larger FS Group Punter Southall, had a powerful insight and point of  difference in their market place at a time of major legislative change.

They came to us with their name and the beginnings of a proposition, but wanted our help in creating their brand and taking them to market.



New legislation. New products being developed. A changing landscape.  Lot’s happening. So, we explored with the team at Aspire what they do, how they do and why they do it in a series of collaborative workshops.

The team had no boundaries to their ambitions, wanting to constantly evolve and improve their product to make workplace savings easy and accessible to people. 

Inspiring stuff.

From this we developed the Brand Building Blocks – a way of articulating the corporate strategy through brand to all employees and customers. This included an Organising Idea, values, customer experiences and behaviours to ensure consistency across the business.


The building blocks were then used to inform the new brand identity.  The brand toolkit consists of a hand drawn logotype and a graphic and iconography system to help communicate their proposition. We developed a warm, clear tone of voice to help make what’s usually a very dry, complex subject into something more relevant and engaging for the audience.

The new brand was launched to employees as part of the annual staff conference, with supporting materials given to all staff. The updated brand was rolled out across digital and printed materials as well as new offices in the City of London.


The brand work was so successful with Aspire’s staff and customers that we were appointed to review the wider Punter Southall Group brand.

Aspire’s staff engagement score increased from 79.6 to 84.3.

All teams and offices reached the “fully engaged level” as measured by Engagement Multiplier.

The new brand and improved employee engagement was also a key factor in helping Aspire achieve their Investors in People Accreditation.