Start Design behind rebrand and strategy shift for Key Group

Mark Johnson's picture
by Mark Johnson

UK equity release specialist Key Retirement Group has rebranded itself as Key Group and also repositioned its product offer. 

The new identity and strategy were developed in collaboration with London brand agency, Start Design, and reflects and reinforces its refreshed growth ambitions and enhanced advice, lending, distribution, and training capabilities.

Brand strategy 

The move from Key Retirement Group to Key Group is backed by a new brand strategy, brand design, website design, proposition strategy and pitch assets, alongside a new, unified group purpose and website.

The launch is a culmination of a 16-month partnership with Start Design, the firm said. The relationship began when Start Design was asked to create a design system to unite the group-owned businesses as well as a new strategic positioning, grounded in Key Group’s decades of experience, insight, and reach across the entire later life lending market.

Unified vision 

To rebrand the group – which includes the UK’s largest later life adviser (Key), the leading referral service (Key Partnerships), one of the largest equity release lenders (more2life) and the most popular industry support service (AiR Group) – Start Design led an intensive strategic phase that worked with senior leaders across the group’s businesses to create a unified vision for the future of ‘retirement’.

New logo 

This is how the line 'Retirement finances unlocked' was identified, which captured the group’s ambitions to lead the advancements of modern retirement as a product innovator and thought leader. 

The company’s new logo, dubbed the ‘prism’ of choice, reflects that idea as it brings together the colours and logo elements of each business within it. 

Key moves: Equity release leader unveils new look and strategy

The logo and visual identity also create a cohesive design system for each of the brand verticals, allowing each to be flexible and signposted with specific product descriptors to better channel needs, promote products and link to SEO.

“The strategy was to elevate 'retirement' and re-imagine it for the 21st century to reflect Key Group’s position of leading advancements of modern retirement needs in the market”, said Darren Whittingham, Chief Creative Officer at Start Design. 

“Retirement is no longer a moment in time at 70, but a journey from 55 onwards, and this insight was paramount to understanding audience needs and creating a modernised brand.

“It's a pleasure to work with Key Group as strategic and design partners at this pivotal point in their journey. 

“I am proud and excited to see the work go live and can’t wait to see how it helps the group move into the future as a sector-leader and helping hand for families across the UK to make the most of their retirements and their entire later lives.”

Changing aspirations 

Chris Bibby, CMO at Key Group added: “While customers have changed and their aspirations have grown, the later life lending market has seen little real change or innovation for far too long. 

“Key Group is keen to be the UK’s leading retirement finance expert who acts as a catalyst to see more customers receiving the support and products they need to finance a better retirement.

“This rebrand clearly highlights our aspirations in the market and brings a cohesive approach to branding across the Group.  

“We are grateful for the work that Start has done to help us to breathe life into how we communicate our ambitions for the Group, and I look forward to working with this new design system going forward.”

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