Key Group rebrand is reported in Marketing Communications News

KEY GROUP rebrand is unveiled in Marketing Communications News. The rebrand was developed in collaboration with Start Design to reflect and reinforce its refreshed growth ambitions and enhanced advice, lending, distribution, and training capabilities. The Key Group rebrand is backed by a new brand strategy and unified group purpose, propositions strategy, branding and website redesign.

The Key Group rebrand includes Key – the UK’s largest ‘later-life’ adviser, Key Partnerships – the UK’s leading referral service, MORE2LIFE – one of the largest equity release lenders and AIR GROUP – the most popular industry support service. The Key Group rebrand is a culmination of a 16-month partnership with Start Design.

This partnership began when Start Design was asked to create a design system to unite Key Group owned businesses.

Working with senior management, Chris Bibby, Key Group CMO and Start Design led an intensive strategic planning phase to uncover the value of decades of later life and retirement experience, insight and reach across the entire lending market. ‘Retirement Finances Unlocked’ was identified as a unifying vision for Key Group capturing the ambition to lead advancements in modern retirement planning, as a product innovator and thought leader.

The Key Group rebrand introduces a new logo, dubbed the ‘prism of choice’, reflecting the brand verticals within the Group. The new visual identity establishes a cohesive design system for each of the brand verticals, allowing each to be flexible and signposted with specific product descriptors to optimise channel and communication needs to promote relevant products and services.

Darren Whittingham, Chief Creative Officer at Start Design says: “The strategy for the Key Group rebrand is in consideration of leading market advancements in modern retirement provision and reimagines ‘retirement’ for the 21st Century. Retirement is no longer a moment in time at 70, but a journey through-out working life, and this insight was paramount to understanding audience needs and creating a modernised brand. It was a pleasure to work on the Key Group rebrand at this pivotal point in their journey. I am proud and excited to see the work go live. I can’t wait to see how the rebrand assists the sector-leader provide a helping hand for even more UK families to make the most of their later lives and retirement.”

Chris Bibby, CMO at Key Group adds: “While customers have changed and their aspirations have grown, the later life lending market has seen little real change or innovation for far too long.  Key Group is keen to be the UK’s leading retirement finance expert who acts as a catalyst to see more customers receiving the support and products they need to finance a better retirement. The Key Group rebrand clearly highlights our aspirations in the market and brings a cohesive approach to the Group. We are grateful for the work that Start Design has done to help us to breathe life into how we communicate our ambitions for Key Group, and I look forward to working with this new design system going forward.”