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.