The Bigger Picture | Aviva


Brand strategy, product naming and visual identity combine to help Aviva to see The Bigger Picture.

Aviva 'The Bigger Picture' booklet front cover beside an open booklet.


Aviva (formally Norwich Union) and the Lifetime Group came together to provide a new way of managing pension investments in the UK – a wrap account, first pioneered in Australia. While both organisations had a thorough understanding of the product, it required a name, brand mark and visual identity for its UK launch. And that’s where Fabrik came in.


By bringing both organisations together – through interviews and naming workshops – we were able to achieve consensus across the board. We generated a series of names using the NameBrains process and The Bigger Picture was short-listed for legal and domain checks and creative development. We also provided advice on the launch, brand and communications strategy, which has helped both organisations to successfully target the core audience groups of financial advisors and the general public.

The resulting brand mark and visual language were applied to information packs, literature and the Company’s main website, enabling the product to stand out in an increasingly competitive sector.

What we did

  • Naming workshops
  • Stakeholder interviews
  • Brand strategy & creative brief
  • Name generation
  • Brand mark creation
  • Visual language
  • Identity guidelines
  • Implementation

Kind Words

Fabrik enabled us to bring two companies together to develop a single brand and realise our vision for The Bigger Picture. The entire process was great fun, from energetic workshops to creating a new product brand, and devising the launch programme.

Programme Manager