PENSIONS.DK REBRAND

Where most pension brands look and sound the same, Pensions.dk needed to feel unmistakably clear and human.

Based on a workshop and insights from customers, leadership, and employees, we sharpened the story and built a recognisable identity that makes complex pension choices easier to understand and trust.

THE PROJECT

I led the rebrand of Pensions.dk, creating the new CVI and campaign. A bold green brand colour and a clean visual system established instant recognition, supported by a refined logo built around a dynamic, open “P” designed to work both as a full mark and as a standalone icon when space is limited.

The campaign distilled the message into single, concrete words paired with simple, authentic imagery. By balancing colour and black and white, we built credibility and ensured the work cut through across channels.