Gold Interactive and Neustadt: Brand refresh for PensExpert
To meet the growing demands of the B2B and B2C markets and to more clearly position its long-standing expertise in customized retirement planning solutions, PensExpert has implemented a comprehensive brand refresh, including a modern website. Gold Interactive and Neustadt are responsible for the implementation.
As part of a comprehensive digital realignment, a modern brand presence was created for PensExpert that combines stable pension values with contemporary user guidance. The central element of the transformation is a striking visual concept: authentic reportage photographs provide transparent insights into the company, while the artistic visual aesthetics of the AI-generated mineral images serve as a visual metaphor. They stand for pioneering spirit, stability and the value that grows with time - in line with the brand values. In animated form, they become a subtle, moving eye-catcher and add depth and character to the digital experience.
From strategy to implementation
The project began with an in-depth analysis of the market and target groups, from which the strategic objectives were derived. On this basis, a new brand experience with a modern corporate identity was created, which preserves the core values of PensExpert and at the same time develops them in a contemporary way.
The focus was on a deep understanding of the different customer needs: Instead of relying on conventional pension industry patterns, a bold visual language was combined with an intuitive information architecture - communicating complex topics in a clear, accessible and understandable way.
Responsible at PensExpert: Fabio Brunner, Corinne Galliker. Responsible at Gold Interactive: Christian Ruhstaller (COO & Consulting), Alessandra Caputi (Brand Experience), Michael Dietiker (Development), Namse Fröhlich (Development), Michelle Ciullo (Development). Responsible at Neustadt: Marc Lutz (Art Director), Silvio Britschgi (Consultant), Marco Stocker (CEO & Consultant).
