Aimed at high earners, a key aspects of this brief was to create a suite of literature that would reflect the products high end status without the cost being prohibitive. The design had to set SIPP apart from Standard Life's mainstream literature whilst retaining the Standard Life brand. This was achieved primarily through the use of paper stock, imagery and efficient pack design. The spheres are a visual metaphor for clarity, openness and honesty and are used to represent the overriding principles of choice, control and flexibility.