Creating the NEST brand
NEST (National Employment Savings Trust) is the permanent name of the new national workplace pension scheme formerly known as the personal accounts scheme.
Working with specialist external agencies over 11 months, PADA has developed this new name and brand identity for the scheme for the long term.
We have set out to create a compelling brand that resonates with a potentially large and diverse target audience that is likely to include:
- workers who could become members of the scheme
- employers who could choose to use the scheme to meet their new legal duties
- advisors who could guide employers' choices around how to meet the new duties and manage their pension scheme administration.
To achieve this we followed a detailed research-based process that asked the schemes audiences what they wanted and what they liked. We thought about how to build a brand both for the scheme and the trustee corporation that will run the scheme.
Read the report on the extensive research we carried out to create the NEST name and logo (PDF, 1MB)
Find a two-page research summary of what we did and what we learnt (PDF, 43kb)