Founded in 1880, Securian Financial provides insurance, investment and retirement products and services to more than 16 million clients throughout the United States.
In summer of 2018, the 138 year old company undertook a major brand refresh. From 2018 - 2020 White Design Group was brought in to integrate this new brand throughout the existing corporate campus in downtown St. Paul.
This multi-phased, multi-year, mulit-facility project involved the replacement of all audience focused identities, wayfinding, signage, visual art, and themed environments. WDG produced conceptual, design development, specification, and construction documents, while also providing significant project and production management - including municipal and multi-vendor coordination. Production deliverables included an array of exterior and interior pieces including multiple exterior skyscraper and street level identities, reception identities for multiple locations, themed art displays in skyway and building vestibules, a large-scale ground-monument and cable-hung identity, a comprehensive interior and exterior sign system, interior digital kiosk directories, and many custom interior and exterior signage elements.