Creating a brand story for the UK’s biggest master trust

Master trust Nest wanted to change the way members, employers and intermediaries felt about the brand. We pulled together insight from 10 years of audience research, ran a week-long virtual festival for Nest employees celebrating what made them special, created a number of alternative versions of a new Nest story and refined that story with audience research.

The output was a set of brand ambitions and a new Nest story for members and employers. We’ve since worked on a year-long programme to embed our work, turning brand strategy into action, helping the work become self-sustaining and Nest people to become self-sufficient.

nestpensions.org.uk