In January 2009, we were asked to create a brand, name and logo for a new national pension scheme aimed at the 9.6 million people who are not currently saving enough for their retirement.
The brand had to stand out from other pensions while appear trustworthy and credible in order to encourage investment from both employers and employees.
National Employment Saving Trust (NEST) was born out of rigorous audience research and creative development and is a piece of work we're extremely proud of.