top of page

WTW
Introducing Via Benefits 

Strengths flexed: Brand & Messaging

Background

WTW had undergone multiple acquisitions, expanding their benefits delivery and administration capabilities to include group and pre- and post-65 retiree benefit marketplaces and consumer accounts. It was imperative to develop new messaging that would effectively position the full WTW solution for group and individual benefit & consumer account marketplaces, build a scalable brand identity that could be executed in a cohesive way and effectively transition legacy branding. 

My Approach

  1. Create differentiated messaging, new name and brand under the umbrella theme: We are all on a unique journey

  2. Build brand identity for Via Benefits, a constant reminder of our mission to help secure each individual’s personal or professional journey 

  3. Establish cross-functional team and drive rebrand activities among representative stakeholders including segment leadership, product, sales, client success, compliance & legal, IT, and supporting marketing & communication teams

  4. Launch and drive awareness, excitement and engagement to internal and external audiences

Impact

Recognized

for the Via
Benefits name

being developed by my team in-house

Positioned

WTW for D2C

with consumer-friendly brand

Drove

successful launch & execution

across disparate systems

Deepened

internal stakeholder relationships

​

bottom of page