Formerly known as the personal accounts scheme, the National Employment Savings Trust – which shortens to the acronym Nest – is run by the Personal Accounts Delivery Authority.
Pada appointed 23red about a year ago, with the aim of creating ‘a compelling brand that resonates with a potentially large and diverse target audience’, according to a statement from the authority.
Pada adds, ‘23red has been the lead agency on the Nest project, and has worked closely with Pada to name, design and develop the Nest brand. The consultancy has been involved in each stage, also working with other specialist agencies through planning, research and development phases’.
The new name is intended to ‘build trust and credibility in the scheme’, according to Pada’s rebrand research document.