Legal & General

Capturing the essence of a complex story

When your strategy has multiple strands and shades of meaning, you need to work even harder to develop the core narrative at its heart.

A diverse and dynamic business, Legal & General has a distinctive, long-term focus based on its expertise in risk management. The company needed a partner who properly understood its business strategy and could create a brand story that really connected with all its audiences and could be executed across the full range of communication channels.

We developed the brand around the idea of Creating possibilities. Because Legal & General's business is built on predicting how long people live and their changing needs throughout their lives, they can see things that others don't and create far-sighted approaches that challenge and change assumptions, perceptions and markets. They work in risk. They deal in probability. But what they create is possibility.

A holistic approach to annual reports

We developed a corporate reporting suite that meets the needs of investors and analysts while communicating the brand story to a wider audience through flexible content that is adaptable for use across a wide range of channels.

We created a responsive, fast-read version of the report comprising top-level Annual Report and video content. This digital solution provides an essential, accessible summary report valued by stakeholders, and won silver at the 2016 Corporate & Financial Awards in the Best Online Report - FTSE 100 category.

We were delighted with what Addison Group achieved in developing our 2016 Annual Report. Not only did it demonstrate their high creative quality but the project was handled thoroughly professionally, by a really friendly team who met all the demanding targets we set ourselves. The project was co-ordinated smoothly across both printed and online material, achieving a fully integrated approach to communication.

David Hagarty, Policy and Communications Manager

Environment branding that delivers the story

We worked with the Legal & General environmental production team to make the head office a core part of brand communication. We ensured that all collateral communicated the company's core messages, resulting in a consistent narrative across all assets and arresting visuals throughout the building including the rooms used for presenting the full-year results to analysts.