Securian Financial

Elevating shared beliefs to build affinity with a like-minded audience

01
Challenge

Despite being a major industry player, Securian Financial was not well-known nor recognized for its robust offering of financial products. After years of focusing on B2B services, they wanted to gain recognition by shifting to more consumer-facing communications.

02
Insight

With a much smaller marketing spend compared to other financial services giants, we needed to be efficient and effective with their dollars. Our discovery work revealed a set of consumers who spend their resources prioritizing family, however they define it. Recognizing that these consumers – the Family Investors – had many shared values with Securian, we focused on building a new brand world for Securian that spoke directly to their mindset.

03
approach

We designed a new logo inspired by the feeling of family, along with an energizing and supportive brand world that positioned Securian Financial as a champion for connectivity, relationships and prioritizing family in every moment. We activated the work through internal physical environments and communications, bringing Securian employees along on this shift from an overlooked brand to a proud leader. And we continue to support the brand with broadcast spots – a new approach for Securian – that feature the Securian Blanket as a charming metaphor for the confidence Securian gives consumers.