The Association of British Insurers (ABI)


Campaign identity and concept


Professional services


  • Colin | Creative Director
  • Damien | Strategy
  • Oli| Account Director

The ABI is the voice of the UK’s insurance and long-term savings industry, and represents over 200 member companies. The ABI is constantly encouraging its members to adopt a progressive, forward-looking agenda. In that context, the ABI wanted to encourage and support the industry to implement flexible working more widely through the development of a charter.

What did we find that’s extraordinary? Flexible working is proven to be a positive driver for business – increasing diversity, innovation, creativity, and helping to narrow the gender seniority gap.

How we extracted the extraordinary

Working closely with the ABI’s Diversity & Inclusion team, we created an overarching campaign identity and concept to promote the overall benefits of flexible working – built around the campaign line Making Flexible Work. The campaign assets, which included an animation and a range of digital assets, all pointed to a dedicated page on the ABI’s Talent, Diversity and Inclusion Hub featuring the charter, as well as additional information and advice for members.

Colour palette