NEST (National Employment Savings Trust) is the permanent name of the new workplace pension scheme formerly known as the personal accounts scheme.
Working with specialist external agencies over 11 months, PADA developed this new name and brand identity for the scheme for the long term.
PADA had set out to create a compelling brand that resonates with a potentially large and diverse target audience that is likely to include:
jobholders and workers who could become members of the scheme
employers who could choose to use the scheme to meet their new legal duties advisers who could guide employers' choices around how to meet the new duties and manage their pension scheme administration.
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