The Association of British Insurers (ABI)

The client

The Association of British Insurers (ABI) is the voice of the UK’s world-leading insurance and long-term savings industry, representing more than 200 member companies, including most household names and specialist providers.

ABI members manage investments of nearly £1.7 trillion and support communities across the UK by enabling trade, risk-taking, investment and innovation.

The challenge

CPL was invited to design and produce the ABI’s 2021 Annual Review, a dynamic digital publication that needed to include interactive elements to enhance readability and engagement, while maintaining simplicity and representing the ABI brand. 

The review features key highlights from throughout the year, including an interview with the ABI’s Director General. The publication is split into sections, and makes effective use of design and content devices including key information boxes, stats, imagery, video and icons. 

Having redesigned the review in 2020, the CPL team wanted to further evolve the overall look and feel of the 2021 version to make it fresh and impactful.

The solution

During 2021 CPL undertook an audit of ABI’s design outputs. The visual brand toolkit that emerged from this audit helped shape the 2021 review, ensuring it used imagery and colour in a vibrant and modern way, while being consistent with other visual materials created by ABI.  

The digital publication included key sections on climate change, long-term savings and tax. It was circulated to more than 4,500 people and promoted via ABI’s various digital channels.

“Thank you all for the herculean efforts on the annual review – it looks absolutely fantastic, and the feedback throughout has been really positive. What’s really amazing is the continued improvement on this from last year; it shows just how far we have come with your support over the past 12 months.” 


Stef Kenyon
Assistant Director, Head of Campaigns and Marketing, Association of British Insurers (ABI)

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