Launching a new brand | Created the brand platform and identity standards to launch the second largest company in the retirement industry.
The retirement industry was changed forever with the introduction of Empower Retirement in the fall of 2014. By combining the retirement businesses of Great-West Financial, Putnam Investments, and JP Morgan into one brand, this new entity with a new name suddenly became the second largest player in the retirement industry.
Among the challenges for the new brand was aligning teams from three companies who had to begin marketing marketing as one — while also meeting a very ambitious rollout plan.
Working with branding team developed the visual identity, I created a brand platform (mission, brand promise, brand personality, tone of voice and more) that helped bring the new brand to life. We also created a brand styles and standards document that became the bible for guiding teams in Boston, Kansas City, Denver, and globally to begin producing materials with a few months of the launch announcement.
Verbal Branding + Content + Food Writing 