Case Study: Legal & General elevates its Mortgage Club Awards with brandformula’s Tangram-led event branding

Legal & General marks 30 years with brandformula at its 2025 Mortgage Club Awards

Legal & General Mortgage Club challenged brandformula to create a new visual identity for their flagship 2025 awards evening and 30th anniversary conference. The event had historically been understated and repetitive. L&G wanted to elevate it with a unique look that would inspire and energize the audience, making them feel proud to be associated with the club.

brandformula's solution was a unifying identity based on a Tangram puzzle, using the shape of a house to suggest traditional values with contemporary thinking. This visual metaphor for the housing market created an interactive execution that shaped the event. The result was an evening widely acknowledged as the best yet, with the branding cited by many delegates as a crucial part of its success.

Legal & General