Optimize: Financial Services

A major financial services company came to us wanting to assess six different design routes for their pension promotional materials.

The brand was struggling to retain customers, and it was felt that a new approach to printed communications could help reconnect customers and make them more confident in the business.


An online survey was used to understand all aspects of the alternative design routes. Cover graphics, content and style were all assessed directly, with Hotspots being used to identify areas that contained more (or less) relevant information. Importantly the impact on brand image and perceptions was assessed, with a comparative section helping to choose the most appropriate design on this basis.


Along with a number of suggestions for improving the content and visual style of the documents, we were able to make a clear recommendations for one design route that achieved an excellent balance between being informative, friendly and portraying the brand in a more positive light.

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