Scottish Widows

Helping experts communicate clearly. 

Problem 

Scottish Widows advisors are experts in the products they sell. They know them inside-out. But with that much knowledge, it can be tough to communicate clearly to people who know nothing about insurance, mortgages or pensions. Scottish Widows advisors needed help finding the right balance between informative and accessible.

Solution 

I partnered with an art director to explore different ways to present product information. We delved into the business’s existing imagery and tone of voice style to see what we could repurpose and what needed to be updated. 

Throughout our process, we workshopped our ideas with advisors, marketers and product managers at Scottish Widows to make sure our approach worked for everyone. In the end, we provided Scottish Widows with product letter, leaflet and overview templates as well as new tone of voice guidelines and examples that advisors could use to explain their products clearly, concisely and most importantly – accessibly.

Impact 

These new comms and guidelines supported Scottish Widows advisors in having conversations with their clients and potential customers about their products in a way that made their expert know-how accessible to all.