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. White Design Group was brought in to integrate this new brand throughout the existing corporate campus in downtown St. Paul.

This multi-phased project involved the replacement of all audience focused main identity pieces, of which WDG produced conceptual, design development, specification, and construction documents. Significant project and production management was provided, including municipal and multi-vendor coordination. Production deliverables included exterior entry identities for multiple locations, multiple exterior skyscraper and street level identities, themed art displays in building vestibules, a large-scale ground-monument and cable-hung identity, and a complete exterior wayfinding system.