The industry wide pension scheme with assets of over £1.3 bn started over 30 years ago. They recognised the need for a pro-active Auto Enrolment communications campaign aimed at their customers within the plumbing industry in advance of changes in legislation. The campaign started with factual information for Pension managers, with mailer, e-newsletters and website support and compliance solutions. Communicated with the creation of the illustrated character Penny Plumb who guides Employers and Employees through different scenarios to assist in member retention and recruitment for the scheme. This integrated campaign used printed and online literature as well as e-newsletters and Twitter feeds as well as the Clients established industry PR contacts to generate publicity and relevant website traffic.
We re-designed the brand to reflect their position as a trusted financial services provider, referencing plumbing subtly. The two colours of blue with the Gill Sans condensed font give the appropriate reassuring conservative feel to the customers. The double PP icon forming the initials in the two colours and making the letterforms in a simple way with two directional changes and although flat the top and bottom very subtly show they are pipes without over doing it but making a distinctive and versatile icon for Plumbing Pensions.