23red is an integrated creative communications agency whose work gets people to DO things.

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Nest Brand Launch

23red invented the name ‘National Employment Savings Trust’ and the acronym NEST, thus referring to the familiar and comforting notion of a ‘nest egg’. Designed identity to resemble an egg to reinforce the analogy.
Research amongst three audiences confirmed that the name was accessible to the pension-un-savvy as well as the more expert, and was felt to be reliable too.

The logo was thought to communicate very effectively an approachable, realistic, bright, and trusted.brand personality.

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