Pramerica, even though established to be part of Prudential’s digital delivery infrastructure, had long been seen within the same walls as an external vendor, often competing with the likes of Deloitte and other large external consultancies for work. Believing we had to be different to stand out, the UX team at Pramerica turned away from Prudential's traditional blue. We chose a vibrant colour palette and built our own brand from there. We established our own principles, and decided how we wanted to work.