CAAPS

CAAPS Branding

Client

The Civil Aviation Authority Scheme (CAAPS) is the pensions arrangement for the employees of the Civil Aviation Authority (CAA), the UK's specialist aviation regulator, and NATS, a world leader in air traffic management. The trustees and pensions team identified the need to improve their member communications and appointed our team to develop a more distinctive identity for the scheme.

Project

After facilitating a series of focus groups with members, the overall message was that scheme communication was inconsistent, with confusion over who the information was coming from. We created a separate scheme identity to clearly differentiate the pensions material from the corporate information that members receive. A fresh visual style was adopted which uses dynamic lifestyle imagery complimented by a simple colour palette which uses two shades of green to differentiate between the two sections of the scheme. The communication is written in a clear and direct tone of voice to allow members to easily understand key information and engage personally with what it means to them.