Aviva Corporate

Organisational challenges
Aviva's Corporate/Business marketing team needed their own guidelines because they felt that the B2C design style of Aviva.co.uk was alienating some of their larger corporate clients. My team were instructed to create a B2B Visual Style that complemented the other areas of the business. The designs showcased our SME's and corporates and had tailored content to appeal to the audience.

Initiatives
My team spent time understanding and researching the needs of our Corporate and SME clients and we then created a full visual identity, Tone of Voice for both online and offline design work.

• The internal design team worked with Marketing to create guidelines and a new visual style
• I partnered with the Brand team to ensure visual consistency across the brand
• Led on design principles, system foundation, and objectives that create a shared vision and measurable results.
• Work closely with content design to consolidate content guidelines 

Outcome

• A modern and sophisticated brand design that sits with the Aviva Family
• Guidelines and principles
• The alignment framework, so that the business pages can be built within AEM

You can visit the site Aviva Business