Jason and the team at Arc were invaluable during our rebrand – becoming familiar with and adapting to our new brand guidelines very quickly – with the combination of creativity and professionalism that we rely on. They handled the huge workload of our rebrand, some moving goalposts and delivered quality work in exceedingly tight deadlines while also handling our business as usual work. They deliver great service across our many design requirements, large and small. Always willing to listen to our ideas, everyone at Arc is super helpful, going out of their way to deliver and make sure we’re happy with the end results. And they’re jolly nice people too!

Jane Dawson, Head of Publishing, Pensions and Lifetime Savings Association

The Pensions and Lifetime Savings Association


The Pensions and Lifetime Savings Association is the new name for long-standing client The National Association of Pension Funds (NAPF). Acknowledging the changing nature of pensions, the Association changed not only its name, but its mandate too, revitalising its brand, broadening its scope and creating a stronger voice for pensions and lifetime savings in the UK.

Building on our close and long-standing working relationship with the NAPF, we successfully delivered the winning pitch to undertake the creative work as the Pensions and Lifetime Savings Association transitioned to the new brand and then all the ongoing design output from that point.

What we did:

Working from a brand toolkit developed for the Pensions and Lifetime Savings Association by branding consultancy Wolff Olins, we were tasked with developing and moving forward the brand across all applications. A high priority was given to clearly introducing and reinforcing the new name and building a coherent picture of who the Association is and what it does.

A full suite of carefully crafted documents and marketing collateral was produced around the launch of the new brand to communicate the changes and underline the importance of them.

We also created new material for the Association’s sub brands, such as education and training arm, the Pensions and Lifetime Savings Association Academy; the Pension Quality Mark (PQM) accreditation scheme; Pensions Solution and the PensionsConnection industry communities.

We have produced:

  • Stationery sets
  • Launch material
  • Media pack
  • “Made Simple” guides
  • Event and national conference branding
  • Roller banners
  • Exhibition stands
  • Viewpoint, the Association magazine
  • Academy training literature
  • Wall and glass graphic installations
  • Advertising
  • Web banner and button graphics

In addition to this, a large number of existing documents have been updated into the new brand.

The website