Overview
Halden helps people move old pensions into one place. The category is a wall of grey. We built a brand that speaks like a smart friend, not a small-print factory.
What we did
Brand strategy · Identity design · Verbal identity · Guidelines
+52%
lift in perceived trust vs. competitors
#1
on clarity in a 5-brand perception test
2x
inbound sign-up enquiries in first quarter
01
The challenge
Everything in the sector looked identical: navy, a swoosh, a promise nobody believed.
The subject scares people off before they read a word, so the brand had to disarm first.
02
Our approach
Traded cold corporate blue for a warmer, plain-spoken system that treats the reader like an adult.
Built a voice that explains money without a single ‘unlock’ or ‘empower’, and a type hierarchy that guides rather than shouts.
03
The outcome
The brand tested as clearer and more trustworthy than every named competitor.
Sales conversations got shorter because the brand had already done the reassuring.
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