As a key player in the Canton of Vaud’s insurance, financial planning and real estate industry, Retraites Populaires offers a wide variety of services for saving, insurance, financial planning and sustainable, responsible investments. For more than 110 years, Retraites Populaires has accompanied their clients at a highly personal level, for projects at every stage of their lives. The company was looking to evolve their branding so they could increase their appeal to younger audiences. They decided to launch an ambitious and revolutionary branding campaign, unlike anything they had ever done before. To bring their brand-changing vision to life, Retraites Populaires called on Hymn’s expertise.
Insurance is a journey that grows in importance as soon as we enter adulthood. From opening one’s first savings account to saving for retirement, Retraites Populaires wanted to incite young people between the ages of 20-30 years old to start planning for their future accompanied by experts, while also maintaining the brand’s existing reputation and relationships with older clients. The goal was to freshen the brand’s image and elevate it to be on par with the company’s regional and national competitors. The challenge was to create a brand campaign and an accompanying innovative graphic identity, one that would rethink and revitalize the company’s graphic system without completely abandoning its roots.
For this new branding campaign, Hymn, in collaboration with the Lausanne-based studio Messieurs.ch, developed a concept that revolves around the various life stages people go through; personal moments and memories that touch us all, regardless of age: a first kiss, the birth of a child, a first apartment, the things that tie generations together. These highly emotional and life-changing moments are captured in a series of inclusive and locally based videos, filmed in Lausanne. Through simple, sincere, and heartfelt dialogue, this concept ripples throughout the video and culminates in the new Retraites Populaires slogan: “Here, for life.” More than a slogan, it’s a promise.
To carry this new energy throughout the company’s communications, we developed a new graphic line inspired by concepts that are native to SMS and social media. The graphic design is dynamic, living on digital platforms with animated elements. A variety of styles are featured, including verbal “tags,” text bubbles and icons. The brand’s modernization also included transitioning to new font, LL Brown, from the Swiss Type Foundry Lineto. Lastly, to spice up the brand’s initial but rather lacklustre grey and green, a multi-coloured palette was introduced.