LV= (Liverpool Victoria)

LV Branding

After a major re-brand by The Partners, one of the oldest UK insurance companies Liverpool Victoria, became LV=. While as Creative Director at Brighton-based advertising agency Designate, I was tasked with defining a new positioning  for the insurance giant. Working closely with the internal brand and marketing teams within the company we arrived at a more emotive territory for the insurance market – LOOK AFTER WHAT YOU LV=. 

We also created the now famous green heart avatar that is central to the whole organisation’s communications.

As the retained agency on the account we were responsible for a fully integrated brand launch that included – ATL, TTL, BTL and Digital.


A series of TV, Press and Digital campaigns were created to introduce the new brand, and also a full redesign of their online presence was undertaken.

The new brand territory and green heart avatar was also deployed for all internal communications and corporate sponsorhip.

Results for the overall re-brand have successfully moved LV= from their original position of ninth place in the UK insurance market, to third.