Plannera
Plannera is a pension and benefit administrator that manages 11 pension and 16 benefit plans for more than 100,000 members and 900 employers. Based in Regina, they are responsible for over $17 billion in assets.
The Challenge
PEBA (now Plannera) contracted us for a rebrand when they transitioned from an agency in the Ministry of Finance, to a not-for-profit corporation. Members needed to be assured they could count on the same industry-leading plans, customer service, and strong, reliable performance.
Our Solution
Before developing the new name and creative platform, we created a Desired Brand Framework, which included personality traits, their competitive advantage, and a brand promise: “Partners for a secure financial future”.
This became the foundation for us to build the new Plannera story. Our goal was to create a brand the whole organization, its members, and the province would be proud of.
The Work
Comprehensive secondary research and our brainstorming process resulted in the organization’s new name, Plannera. The logo had a natural feel which resonated with our Saskatchewan audience; the colour palette was inspired by our prairie landscapes, while the photography and design elements brought a contemporary, fresh, and progressive feel to the brand.
Primary research was a critical component of the process. There were two rounds of focus groups. One for the Desired Brand Framework and new name. A second round tested the logo and creative platform concepts. It was important that the new brand resonated, that there were no unforeseen red flags, and that employees understood and bought into the brand.
The Results
The research showed an unusually high preference (78%) for the wordmark combined with a stylized multi-coloured symbol. There was widespread positive reception of the symbol as a reflection of the province and the notion of growth. There was also a strong preference for the contemporary creative platform. Simplicity, with a focus on people, illustrated Plannera ‘being there for members’.
Following the launch, the brand was successfully implemented across the organization, driving strong internal alignment and consistency. Member and employee feedback has been exceptionally positive, validating both the strategic work and creative approach.
Want to make an impact?