Comprehensive brand guidelines for Admiral Money.

Insurance giant chose Jazzbones to articulate their brand changes for staff worldwide.

Admiral Money prides itself on innovative products and now has branding to match.

Fresh from an internal rebranding process, Admiral Money (formerly Admiral Finance) charged Jazzbones with articulating brand guidelines that were clear and accessible for their more than 10,000 employees worldwide and a practical support for all their communications projects, internal and external.

Admiral has successfully designed and delivered a series of loan products to the UK market. As they look to the future, they want to continue to diversify their product mix and use the same key attributes of excellent customer service and customer understanding to deliver a wider set of propositions.

They chose Admiral Money as their new trading name to deliver these, retaining elements of the Admiral brand whilst helping them clearly articulate their desire to help more people look after their financial futures.

The first version of the Jazzbones-produced brand book helps Admiral Money transition to the new logo etc. and over time ensure they are consistently using the right elements that help them tell the story of their business; primarily insurance but also personal loans.

Admiral Money Team


We delivered an interactive PowerPoint, templates, banner displays and instructional videos for Admiral Money, all in time for their huge rebranding launch event at The Principality Stadium in Cardiff.

The brand guidelines articulate Admiral Money’s brand values, specifically approachability, integrity, flexibility and customer focused.

The brand guidelines also include a breakdown of tone of voice to be used and top tips for writing copy with clear examples of good and bad practice.

Admiral Money’s new name and branding now has a set of clear brand guidelines to match which set out clearly how to use each different element. This was all done by Jazzbones’ brand experts in double quick time ahead of the big launch event and the client was delighted with the results.

one.admiral.com