We helped an insurance company successfully launch a spinoff brand to promote its retirement services.
As a first in the market to offer a subscription-based business model for life insurance and annuities for retirees, it was the right time for this company to launch a brand specifically targeted to this demographic. Understanding this audience was crucial.
Our CX Advisory consultants led a brand experience workshop to rally stakeholders and drive a new look and feel for retiree-specific services. As a result, the company defined a vision and vocabulary for the brand extension, letting those details and insights shape compelling design language, website design, a component library and brand expectations.