How do you change the way people think about retirement?

That was the challenge at the heart of Just Group’s transformation. Shifting from a B2B brand to a B2C brand offering retirement products with purpose. The answer lay in a simple but powerful idea: Retire Different.

Forget the outdated fantasy of lifelong cruises and feet-up living. Today, retirement might mean working two days a week at a garden centre, or finally starting that side project, not stopping, just shifting gears. We built a brand that reflected that reality, one that empowers people to make confident, flexible, and liberating decisions about their futures.

The result was a modern, bold, and human identity that speaks to real people, living real lives, bold enough to reframe retirement, and honest enough not to sugar-coat it.