Athene wanted to rebrand Aviva's producer loyalty programs. These included an incentive trip, a deferred compensation plan, and differentiated service program. Rather than rebrand each program separately, the Program Manager wanted to combine them into one comprehensive package with a consistent theme. We had to come up with a name and visual system that hadn't been used by our competitors, was in keeping with Athene branding, and communicated what each facet of the program was.
We began by brainstorming and names for the big program. The leadership team liked the words "Apex" and "Olympus", so we moved on to exploring what we would call each of the three sub-programs. The final challenge was what to call the different tiers within each program. Gold, Silver and Bronze we an obvious choice. But maybe too obvious? After exploring many alternatives, we all agreed that the obvious choice was the easiest for people to understand.
For the logo design, we focused on the idea of a three-peaked mountain. Each peak could represent a sub-program or level of achievement. All designers contributed logo options, but mine happened to be the one chosen.
Creating a style guide:
Once we had approval on the logo, I began building out a design system. I created variations of the logo so the identity would be flexible across a variety of applications. I also used color coding and iconography to help distinguish between the different components of the program. All of this had to be documented in a clear manner because execution of the collateral would be spread between designers and two agencies in order to meet project timelines.
The marketing plan included several deliverables — brochures for each program, flyers, promotional emails, trade advertising, a website, video, qualification letters, stickers, awards, etc.
I worked with our internal writers and designers and reviewed work completed by agency partners. I even wrote promotional copy for an Aruba flyer. We successfully launched the program in 2015, updated all materials in 2016, and continue to tweak copy to be more conservative in our language due to regulatory scrutiny.