Just Retirement asked us to make a creative explainer video bringing to life what the company is about and what they do, with the ultimate aim of encouraging customers to engage with them.
As their sector is financial services for the retirement market, we felt video would have been too predictable and boring for the subject matter. However, we knew a carefully considered, crafted animation would fit the bill perfectly, if we got the style and tone right.
Liquona suggested the concept of ‘lifelines’, a kind of tree-meets-roadmap that could be animated to illustrate life’s journey, and the many decisions we face along the way. The animation needed to be warm and engaging - with life scenarios that viewers could relate to without being patronising. It was important to us to steer clear of a starchy ‘corporate’ video, stuffed with statistics and numbers; this was always a project about real people and the possibility of enriching their retirement.
We worked hard to get under the skin of Just Retirement’s brand, then collaborated with their in-house graphic designer to develop a style that was individual to the project, but in-keeping with their existing branding.
This animation is the final result! We’re very proud of it - and Just Retirement liked it so much they decided to implement a mini-rebrand to coincide with it for the video’s launch at the 2014 Hampton Court Flower Show