A new look for SH Pension

Creating an approachable visual identity that communicates stability and trust


SH Pension


How does one stand out as a small but very strong player in the pension market? For over 70 years SH Pension has been helping their members in pension, insurance and investment matters. Compared to the established players in the field, SH Pension is small, but very stable. They are highly ranked when it comes to customers’ trust. Facing an upcoming re-organization they needed to review their brand identity to ensure their place on the market.


Since pension-plans and finance can feel quite complicated for the common, we wanted the visual identity to be sincere, but very approachable. The result is a visual identity that communicates stability, strength and trust and is to be found on every touchpoint; on their website, annual report and even on the smallest assets like their own golf balls.