Saga Legal product revamp

Saga tasked me with creating the strategy and look of its Legal product offering. This had been a bold venture for the business, entering into an industry that had been previously dominated by the high street solicitor.

Firstly, I created the positioning statement ‘Legal made clear’ which highlighted the main product benefit to the customer and also differentiated Saga Legal from itโ€™s main competition, the high street solicitor, well known for it’s opaque use of ‘legalese’. I then decided the clearest way to communicate this to the customer with the look and feel of the product was to strip out any imagery and create a simple typographic solution for all itโ€™s integrated media. The clarity message was also carried forward on a series of TV adverts.

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