Citrus Pensions
A contemporary brand refresh moving from literal imagery to a more abstract and distinctive visual identity.
Overview
Citrus Pensions is a not-for-profit defined benefit master trust designed for multiple employers. They were looking to refresh their look and feel with a more contemporary visual identity.
Below is the existing brand identity prior to my rebrand work.
Challenge
They wanted to move away from the literal fruit imagery and create a more modern aesthetic. It was important to retain elements inspired by the fruit segment and circular shapes, but in a more subtle and sophisticated way.
Design process
Their content involves a lot of data, so I explored creative ways to make information more engaging and visually distinctive. The brand was developed around circular and curved forms, taking inspiration from The Book of Circles.
I also worked closely with the Glasgow-based design agency Frame on the website, collaborating on structure and layout to ensure the digital experience reflected the new visual identity.
Final result
The result is a modern brand with a zesty colour palette and segmented shapes that convey movement and energy. The visual identity moves away from obvious fruit imagery and embraces a more abstract and dynamic look.
Since the redesign, Citrus have been shortlisted for the following awards:
