A friendly brand identity to engage advisors in the topic of retirement. 


Retirement isn’t what it used to be. People are working and living longer. The ‘pipe and slippers’ approach is dead and buried. Retirement planning is a subject that’s on many people’s lips. But it’s complicated. Just, created out of the two leading enhanced annuity providers – Just Retirement and Partnership – wanted to start a fresh conversation about retirement, to position their new brand as a strong, distinct voice, cutting through the noise and confusion.


To engage financial advisers in a dialogue, we first had to get their attention. Inspired by a bold new identity by Albion (we love the coral colour), we reimagined the conversations that advisers are having with their clients. The result? We’re delighted to introduce the Just talking mugs. Brought to life by our CG partner and full to brim with personality, they’ve starred in their own digital and print ads, as well as videos and as ‘real-life’ giveaways. They’ve certainly got advisers talking. And, most importantly, they’re talking to Just.