WTW:
Brand Identity
Formed from the merger of Willis Group and Towers Watson, WTW united two global firms with distinct cultures and brand equities. The new organization needed a unified identity that signaled cohesion, confidence, and momentum from day one.
The ChallengeA merger demands both continuity and change. The identity needed to honor existing equity while clearly establishing WTW as one modern brand. It also had to scale globally across business units, audiences, and touchpoints without adding friction.
Audience & InsightPrimary Audience
Global clients and partners across risk, advisory, and consulting services.
Secondary Audience
Internal teams and leaders responsible for launching and maintaining the brand.
Insight
In a merger, clarity builds trust. A strong identity reduces uncertainty through a unified presence, while staying flexible enough to support diverse needs.
Approach & ProcessThe work focused on building a complete identity system, not a set of disconnected assets. Emphasis was placed on structure, governance, and usability so teams could adopt the brand quickly and consistently. Design decisions favored clarity, restraint, and cohesion to support long-term scale.
The SystemThe identity establishes a clear, authoritative core supported by flexible components that adapt across communications. Typography, color, and graphic elements work as one framework, reinforcing a single WTW voice across business lines.
ApplicationsThe system was applied across guidelines, corporate communications, digital platforms, and marketing materials. The goal was consistent execution across global and regional use cases.
OutcomesThe identity unified WTW’s visual language post-merger and demonstrated the value of brand systems built for governance, clarity, and scalable implementation.
RoleDesign Director
Brand identity development, system design, and application guidance
