We helped an insurance company successfully launch a spinoff brand to promote its retirement services.
The Scenario
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.
The Solution
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.
The Results
- A captivating voice reflects the brand and customer goals for the retiree audience
- A new design system quickly builds on-brand marketing site components
- The tailored digital platform drives a new competitive advantage in the annuity marketplace
- Existing and potential customers enjoy a user experience that speaks uniquely to them
