Firedog deliverables:> Naming • Design for print • Newsletter template
Who is the client?
Legal & General Housing Department. Legal & General are one of the UK’s top 50 companies in the FTSE 100 index. They are responsible for investing over £257 billion worldwide (as at 30 June 2008) on behalf of investors, policyholders and institutions.
What was the brief?
Firedog was asked to generate the name of the newsletter and develop a fresh design approach for the Mortgage Lender’s literature.
Legal & General needed to create communications literature that would feature the smaller mortgage lenders from their panel and ensure that they were giving these lenders an opportunity to promote themselves. Hence the name ‘Spectrum’.
What was Firedog's solution?
The name that Firedog created for the newsletter was “Spectrum” which focuses on the diversity of lenders and products whilst reinforcing the new ‘band of colour’ branding concept. Firedog decided to create a newsletter in a brochure format which would look and feel like it had substance and was not just another newsletter easily discarded.
We wanted to create something that offered standout and felt valuable. We remained within the Legal & General brand guidelines but were still able to create a newsletter which was fresh, colourful and differentiated.
