Transforming a 95-year-old brand's purpose into a unified visual identity for its global workforce. The new mission: "Help people get the most out of life."
Partnering with Archetype and Creative Director Lee Devine, I led the visual strategy for the internal global launch. We translated this high-level purpose into an accessible and motivating visual language, crafting imagery and a graphical style that resonated with a diverse, international employee base to inspire company-wide adoption.
Impact
The successfully deployed identity fostered internal buy-in, turned the purpose into a shared mission, and provided a consistent foundation for all global communications, marking a cohesive start to the brand's new era.
The successfully deployed identity fostered internal buy-in, turned the purpose into a shared mission, and provided a consistent foundation for all global communications, marking a cohesive start to the brand's new era.
Agency: Archetype
Finally, we rolled out the campaign across multiple assets from desktop backgrounds and intranet banners to in-depth infographics, videos, playbooks and visual brand guidelines to support Prudential leaders in spreading the company’s new purpose.
Client
Prudential
Prudential
Agency
Archetype
Archetype
Creative Director
Lee Devine
Lee Devine