Aviva’s Brand Transformation
The Aviva brand identity
Last week, Brandland had the distinct pleasure of hosting an unforgettable event with Aviva, one of Norwich’s oldest and most prominent brands. Over the course of the evening, we were taken on a captivating journey through the significant evolution of Aviva's brand. With the Brand Marketing team at the helm, the event showcased how Aviva is shifting gears to not only maintain its status as an industry leader but to redefine itself as a brand that resonates with modern consumers in a meaningful and authentic way.
The Impact of Campaigns: Changing Perceptions and Building Trust
Charlotte Nairne-Clarke, Head of Brand Campaigns, took us on a deep dive into the transformation of Aviva’s campaigns over the past three years. Charlotte’s presentation showed the challenges Aviva was facing in 2020, with high levels of brand recall but empty awareness. People knew Aviva but their main takeaway – a brand with a lot of yellow! With a new CEO at the helm Aviva were on a mission to create a brand with more humanity and relevance.
Charlotte shared several case studies where these new campaigns had not only improved awareness metrics but also drastically improved brand meaning vs their competitors as well as increasing the volume of direct quotes the company receives.
A New Visual Identity: More Than Just a Logo
Next up was Shaun Dyker, Aviva’s Group Brand Expression & Design Lead, who unveiled the brand’s reimagined visual identity. Shaun explained how the new design system was not just a facelift, but a strategic move to make the brand more accessible, modern, and forward-thinking.
The new identity reflects Aviva’s ambition to become an “iconic” brand, while still honouring the trust and legacy it has built over the years. The new logo and design elements are designed to evoke a sense of warmth, approachability, and confidence, reinforcing the brand’s commitment to clarity and simplicity in its messaging.
Employees as brand ambassadors
Clare Beaumont-Adam, Group Head of Brand Management & Engagement shared the remarkable internal transformation happening at Aviva. Clare took the audience through the process of how Aviva’s employees are now deeply engaged in the brand’s journey, becoming passionate advocates both internally and externally.
James Davis, Group Brand & Engagement manager, talked through how Aviva were able to bring their brand to life by holding a series of internal roadshows in their key markets event creating a bespoke escape room featuring a broken robot that had to be pieced back together by employees.
The huge amount of work that went into the roadshows aimed to create a culture of "Solve at Source"— ensuring that colleagues really understood how the brand works, reducing the need for intervention later down the line. This approach has created a culture of ownership and pride in the brand, with employees actively participating in shaping how Aviva communicates its values and vision to the world.
Aviva’s Iconic Sponsorships: Building a Legacy Beyond Business
Shaun rounded out the evening with an update on Aviva’s exciting high-profile sponsorships, including the Aviva Studios in Manchester. This partnership underscores the brand’s commitment to culture, creativity, and community—an effort to connect with consumers in more diverse and innovative ways.
The Takeaway: Consistency, Humanity, and an Eye on the Future
As the presentation wrapped up, one clear message emerged from the event: Consistency, humanity, and an unwavering focus on the future are at the heart of Aviva’s brand transformation.
From the way they approach internal communications with the "Solve at Source" mentality to how they engage with their customers through campaigns that speak to real-life needs, Aviva’s journey is a testament to how brands can evolve while staying true to their core values.
A huge thank you to Charlotte, Shaun, James and Clare for sharing their insights, and to everyone who attended the event. We look forward to seeing where Aviva’s journey takes them next!
Insurance, Savings, Investments, Retirement and Health - Aviva