SLS Brand book

lSietfe
free

Your guide to

SThtaisnisdard Life
Savings

For nearly 200 years we’ve been constantly innovating
to meet the changing needs of our customers.





Pfreenesidoonms

Some great new pension freedoms were launched
recently, and we’re delighted to be part of the
changes. With more choice and flexibility to take
advantage of, it’s time for all of us to transform
the way we manage our life savings.



Wchea’rneging too

Working with our customers to develop Standard Life Savings
means that customers can now manage their life savings
in one place, helping them to prepare for their future.

¬Simple solutions that meet customer needs

¬E asy online access when they need it

¬Straight-forward guidance - helping our customers
to make confident and informed decisions

eBrsasnednce

The best businesses are clear on why they exist. Our ‘why’ is helping
to make a more prosperous world. Standard Life Savings will help
customers take the steps today to make their future happen. But what
do we mean by this?

This is about people realising their future ambitions and dreams.
Inspiring them to save and regularly engage with their life savings.

With expert guidance and simple solutions in place, this can provide them
with the most precious return of all. Personal and financial freedom.

That’s ultimately what we can offer our customers. And not simply during
the retirement years either. But at the start of life’s journey too. And at
every changing point and shifting circumstance in-between. We believe
a life with savings helps to make the most of what life offers.

How? ¬E asy access to expertise and guidance
¬F lexibility to support our customers’ changing needs

What? ¬Creating straight-forward solutions
¬P ut customers in control of their life savings

vOiusrual identity

We understand that every one of our customers has individual
needs. Imagery should reflect this without making unrealistic
lifestyle promises or being too prescriptive.

Our image style is about capturing positive moments and
life’s high points. It should feel sincere, like the image was
captured by someone who is part of the scene, or from
a first-person perspective.

Images feel:

¬Real
¬Candid
¬Attainable
¬Positive
¬Warm

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Simple solutions so customers Menu Home
can access their life savings
online and on the move. Save and Invest ISA Pensions Life Online more
for the future Retirement insurance services
Straight-forward guidance
so customers can make Times are changing
confident informed decisions and so are we
about their life savings.
Take a fresh look
at your life savings

Find out how 

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Engaging

cibnursaotnoumdr ers

We’re always working hard to make our
brand what it is today. Our customers
are part of this change as much as
you are. We bring our brand to life in
everything we do for our customers.
Together we can continue to build a
strong Standard Life Savings brand.

standardlife.co.uk

FOR INTERNAL USE ONLY

Standard Life Assurance Limited is registered in Scotland (SC286833) at Standard Life House, 30 Lothian Road,
Edinburgh EH1 2DH. Standard Life Assurance Limited is authorised by the Prudential Regulation Authority and
regulated by the Financial Conduct Authority and the Prudential Regulation Authority.
“Standard Life Savings” is the brand for Standard Life’s UK direct customer proposition including Standard Life
Savings Limited and other subsidiaries of Standard Life plc. For more information see www.standardlife.co.uk
SLS2   0615 ©2015 Standard Life, images reproduced under licence