Pru repositioned internally

Prudential is rolling out repositioned internal branding for its general insurance division and a refurbishment of its UK offices.

London design consultancy C Eye was appointed to restyle Prudential General Insurance’s literature and signage, after a creative pitch against Dewe Rogerson and By Design.

The new material will be rolled out next week through a series of roadshows displaying designs on its newsletter, calendars, name badges and internal values leaflets.

The office refurbishment, which is being headed by Building Design Partnership, is called Colours and Curves. It aims to reconfigure UK office spaces as paperless environments.

“It goes to the root of general insurance. We have been quite, dare I say it, old-fashioned and this is about moving away from that,” says a spokeswoman for Prudential.

Former building society Halifax has confirmed that Leeds design group Elmwood is working on internal branding and literature, but denies reports that a design group has been appointed to look at branding for a “culture change” to be launched by incoming chief executive Andy Hornby. Hornby has spent the last three years on the board of Asda, one of Elmwood’s key clients.

Elmwood director Keith Kirby says, “Our role is to look at a literature review.”

While he confirms that “a number of initiatives are now underway”, he says that the consultancy will not be looking at Halifax’s overall branding.