Standard Life launches new brand platform as it drops Phoenix Group label

Standard Life has launched a new brand campaign, positioning itself as a partner through a rapidly changing retirement world.

The pensions giant unveiled its new direction on 27 February, with the tagline “For the life we live”.

It showcases how Standard Life offers tools and support when navigating the “twists and turns” of increasingly complicated retirement lives in a world of changing demographics. The microsite points out that retirement is no longer necessarily a full stop.

Standard Life worked with agency McCann London on the new campaign.

The then-Phoenix Group announced last year that it would be adopting a “branded house” strategy, allowing it to focus all of its equity behind one brand. The move reflected the firm’s recognition that Standard Life is its “most trusted” brand.