Building Better Together
TAL Adviser Brand Platform
Financial advisers have no shortage of insurers to choose from. The challenge wasn't convincing them TAL had good products—it was giving them a stronger reason to choose TAL in the first place.
Building Better Together shifted the conversation from products to partnership, creating a brand platform that positioned TAL as an insurer invested in helping advisers build stronger businesses, stronger client relationships and better long-term outcomes. The platform was designed to work across every adviser touchpoint, creating one consistent story instead of many disconnected campaigns.
-
Products can be copied. Partnerships can't.
Rather than leading with features and benefits, the platform focused on what advisers valued most: having an insurer that understood their business, supported their growth and stood alongside them for the long term. Every communication reinforced that relationship, giving TAL a clearer and more meaningful point of difference.
-
A brand platform only succeeds if it can stretch without losing its identity.
Whether launching a product, promoting an education program or sharing business support, every execution needed to feel like part of the same conversation. By establishing a consistent visual language and creative approach, the platform allowed new campaigns to evolve naturally while always strengthening the Building Better Together idea.
-
Every touchpoint was designed to reinforce the same platform while responding to the needs of a specific audience or message. The result was a connected adviser experience that felt recognisably TAL across every interaction.
Creative Direction
Art Direction
Brand Platform
Campaign Identity
Photography Direction
Website Experience
CRM Communications
Digital Display
One idea. Many stories.
Building Better Together was designed to flex across multiple adviser needs without losing its core message. From claims and retention to education and pricing, each execution reinforced TAL's commitment to helping advisers create better outcomes for their clients and their businesses.
Beyond campaign communications, the platform extended across website content, digital advertising and CRM, creating a connected experience across every adviser touchpoint.
Designed for the real world
-
Creative concept, art direction, campaign platform development and digital rollout, including launch EDM design, digital banners and supporting campaign assets.
-
Agency: BMF
Client: TAL Life Insurance
Copywriter: Alister McCann