Servicing Brand: SAS London
Service Period: August 2009-Present
Lane Clark & Peacock were a mid-tier actuarial firm that grew into a pan-European business spanning services from actuarial to business analytics for some of the world's most respected companies. Their brand positioning and corporate identity had served the firm well, but were no longer fit for purpose for an ambitious business keen to express its stature, sophistication and global outlook.
SAS worked closely with Lane Clark & Peacock (renamed LCP) to identify a compelling core proposition differentiating the firm from its immediate competitors, while positioning it strategically in unoccupied territory amongst some larger, higher profile competitors. A brand architecture covered corporate through regional brands, products and services with a particular view on raising the visibility of LCP's broadened range of services to enhance cross selling. A creative platform expresses the core proposition visually and powerfully across online, print and other communications. SAS created the global website and regional websites are in the process of rolling out using the new online identity.