Role: research, concept and design, brand standards guide creation
My Account is the member portal for the pension plans managed by BC Pension Corporation; it serves a wide demographic of age ranges, language abilities and educational backgrounds. Its functionalities include updating personal and beneficiary information, securely sending and receiving messages, calculating pension estimates and applying for a pension.
At the outset, My Account had no defined brand: messaging was often ad hoc and lacked a single, clear call to action; and imagery, typography and writing style were highly inconsistent. This resulted in a wide variety of materials that neither delighted nor engaged members.
To improve member engagement, successfully promote the online portal and increase uptake, My Account needed a cohesive and inspiring brand. This was achieved by defining user needs, creating targeted messaging, and developing a friendly, accessible identity.