Archetype brings Prudential’s new purpose to life for employees
Prudential, a 175-year-old insurance company, sought to reinvigorate its brand and define a clear purpose in the modern market. Following an extensive brand positioning exercise, they established a new purpose statement: "We help people get the most out of life." Archetype was tasked with translating this purpose into a tangible message for employees and customers.
To bridge the gap between purpose and perception, we created a distinct visual identity that conveyed the essence of "getting the most out of life." This visual expression used lines and dots to represent continuous energy flowing through purpose and brand values. Additionally, imagery showcased life's diverse and enriching moments, further solidifying the connection to living a fulfilling life.
The campaign included a video that explained how purpose would guide Prudential's future endeavors, office rebranding, digital posters, town hall meetings, and customized desktop and video conferencing backgrounds. To reach the 50,000+ global audience, local leaders were given a detailed playbook on how to effectively implement the campaign in their respective countries.
The campaign successfully engaged employees and embedded the new purpose, reaching a messaging and brand recall rate of 100% post-campaign. This led to local action, with 63 offices worldwide rolling out their own mini-campaigns to further amplify the message. Overall, the campaign successfully transformed Prudential's abstract purpose statement into a concrete and actionable vision, inspiring employees to embrace a culture focused on helping people live their best lives.