Welcome to The New Securian Financial

St. Paul, MN-based Securian Financial has launched a new brand identity and its first-ever national television advertising campaign.






“Securian Financial’s new logo was designed to be appealing, friendly and approachable to a consumer audience. It represents unity, diversity, continuity and the coming together of loved ones. We employed the word ‘Financial’ into the wordmark to further define what the company does as Securian Financial builds brand recognition” – Joe Cecere, president and chief creative officer of Little & Company, the Minneapolis-based branding agency behind Securian’s new brand.


Little & Company also developed the advertising campaign that brings the creative story to life: Securian Financial’s insurance, investment and retirement solutions give customers confidence—so they can be present for the little and big family moments that matter.


The advertising, which debuts Wednesday, May 23, includes an integrated mix of media with spots ranging from 6-second family moments to a 60-second brand anthem. Television spots will air on national broadcast and cable programs, with a heavier rotation in four key markets: Minneapolis-St. Paul, Chicago, Denver and Houston. In addition, in these four markets, Securian Financial is a 2018 partner of the Minnesota Twins, Chicago White Sox, Colorado Rockies and Houston Astros Major League Baseball teams. The company will sponsor a variety of family-themed activities in and outside of the teams’ ballparks throughout the season.