‘Amplify the magic’: Aviva on the ‘evolution’ behind its brand refresh
As part of its rebrand, Aviva has been rolling out a refreshed brand expression which marketing boss Phoebe Barter believes is changing perceptions inside and out.
Post-Covid, Aviva embarked on a mission to curate its brand in order to stray away from feeling “safe” and reach broader demographics. Next on the insurer’s journey is a refresh of its brand expression.
Having spent eight years at Barclays and a decade at American Express in senior marketing roles prior to joining Aviva in 2022, group brand director Phoebe Barter is using her knowledge to “turbocharge” the brand strategy.
The refresh has taken a staggered approach, something Barter sees as important to be “responsible and respective of shareholders”. Assets and imagery were overhauled with new colours and refreshed logos. Beginning in November 2023 internally, colleagues started incorporating assets into internal documents. This work was followed up with the launch of the ‘Make It Click’ campaign a month later.
