FutureFocus Scheme Communications

The client

HSBC Bank Pension Trust (UK) Limited

The brief

Ferrier Pearce were invited to design a long term communications strategy for all pension communications, including a special project to communicate the relaunch of their DC scheme with new investment choices.

The key challenges were to explain to members not only the rationale for the changes, but to help them appreciate the link between their investment choices today and their retirement benefits. We also aimed to improve the understanding of risk and its relevance to investment decisions, enabling members to make informed investment choices.

The approach

We designed and introduced a new, fresher, more engaging pensions brand that supports the HSBC corporate brand - 'FutureFocus'. This new brand is currently being rolled out across all DC communications, as well as communications to the DB audience. Each look and feel is designed to be subtly specific to each kind of scheme and an image library has been built to reflect the different messages for each scheme, e.g. images to symbolise the key objective of the DC scheme - 'focus on growth now to reap the benefits in retirement'.

The outcome

Feedback from the Trustee and members to date has been very positive.