The 2017-2019 Strategy for Retirement and Financial Capability was approved by Government in January 2017 following a 12 month consultation process on the draft strategy. A Retirement and Financial Capability Group within the Office of the Permanent Secretary for the Ministry of the Family, Children’s Rights and Social Solidarity was set up.
The Strategy identified the honeycomb’ as its motif given that it represents growth, provision, nurturing, community, organisation and productivity. The Strategy also established its key messages as knowledge, planning, and action.
In the first two years, the corporate identity set for the strategy centred on ‘The Retirement and Financial Capability Group’, the ‘honeycomb’ logo and the key messages.
Discussions held in 2018 with different stakeholders showed that positioning the strategy around ‘retirement and financial capability’ as well as the use of “Financial Capability” was considered as difficult to relate to.
For this purpose the decision was to reposition the Strategy’s corporate identity. First, rather than the honeycomb, the honey bee was selected as the image to represent the Strategy. The honey bee builds on the honeycomb concept as it is the industriousness of the bee and its storage of honey and pollen that gives life to the honeycomb.
The honey bee is personalised – with her name being Ġemma. Ġemma, a Maltese female name, also means ‘to save’. The messages are now also personalised: Know, Plan, Act. This new corporate identity started to be phased in as at the beginning of 2019. The portal’s content independence is now also emphasised in a new tag line.