New look Liverpool Victoria

Financial services group Liverpool Victoria Friendly Society has overhauled its brand identity under a scheme created by The Partners.

Handling around £8bn of funds for around 2.5 million members, Liverpool Victoria claims to be the largest friendly society in the UK.

The Partners has introduced a lime and blue colour palette, and designed a visual identity based on the characters LV=, which will become the company’s trading marque across all marketing, sales and service communications.

The launch of the branding follows a period of restructure at Liverpool Victoria, including the appointment of two former Barclays chiefs to run the business – Mike Rogers became group chief executive in May last year and Richard Rowney took up the role of group chief operating officer this February.

According to Rogers, research showed that a ‘stronger, more vibrant identity’ would have more relevance to today’s customers. ‘The new brand identity is a natural evolution of the Liverpool Victoria name,’ he says.

Liverpool Victoria was founded in 1843 to help poor people to pool their funds. It now provides services across investment, banking, insurance and protection.

An advertising campaign by Brighton agency Designate kicks off this week to promote the new branding.