Clara Pensions brand launch

Creating a positive effect for Clara Pensions

23 October 2018

With so much uncertainty in the UK pensions industry, Clara Pensions sought to differentiate their solution – the 'Clara Effect' – by driving home the positive effect their solution will have on members as well as corporates.

As a first-to-market defined benefit (DB) pension consolidator, Clara Pensions brings multiple company schemes together into one efficient and well-managed scheme. This strong governance aims to secure the full pension promise for their individual members.

Our aim was to amplify the positivity that the 'Clara Effect' would deliver in a way that was relatable and reassuring to their target audiences. This perspective inspired a creative design approach that focused on the notion of turning a negative to a positive. We designed the logo with a stylised ‘C’ formed of two integrated components that play with negative space to represent the protective aspect and the positive effect. Our 'negatives to positives' approach further inspired the visual identity where we created a set of 45 degree gradients of warm and cool colours. These colours were then placed over imagery that projects positive life experiences, selected to create emotional connections with Clara Pensions’ members.

Supporting the positive shift in DB pensions management, the Clara Pensions brand makes a confident statement in the digital space, and the corporate website offers an intuitive user experience with a vibrant interface design. The result is a truly client-centric brand.

Our journey with Clara Pensions has been highly collaborative and we’re proud to have delivered a distinctly upbeat brand identity that reflects the positive effect they have on their corporate clients and individual members.

To see the new identity in action, please visit:

If you would like to know more about how we can create a positive effect for your brand, please contact Kate Shaw in London, Aliena Lai in Hong Kong, or Kevin Windorf in New York.

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