Legal & General

Creating unique campaigns with market differentiation

Firedog has undertaken many design for print projects for various sectors of the business – Housing, Annuities and Protection, and Wealth Management. Perhaps our favourite of these is our development of a campaign to drive Legal and General’s Inheritance Tax Planning (IHT) products. We created a very unusual visual language with quirky matryoshka dolls on a bright red background. Firedog’s design and print communications expertise fits perfectly with Legal and General’s requirement to stay within their strict corporate guidelines, whilst adding panache and creativity to every project. Firedog delivered a number of brochures and print communications over a period of two years – All commissioned by marketing departments across the company.

Engaging mortgage lenders through communications

Firedog was asked to generate the name of the newsletter and develop a fresh design approach for the Mortgage Lender’s literature. Legal & General needed to create communications literature that would feature the smaller mortgage lenders from their panel and ensure that they were giving these lenders an opportunity to promote themselves. Hence the name that Firedog developed, ‘Spectrum’. The name focuses on the diversity of lenders and products whilst reinforcing the new ‘band of colour’ branding concept.

Firedog decided to create a newsletter in a brochure format which would look and feel like it had substance and was not just another newsletter easily discarded. We wanted to create something that offered standout and felt valuable. We remained within the Legal & General brand guidelines but were still able to create a newsletter which was fresh, colourful and differentiated. The success of the initial print publication called for the creation of three extra editions.

Firedog Creative has a wide deal of experience in the financial sector. Have a closer look at our financial sector branding and communications case studies.