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alight rebranD
BRANDING | TONE AND VOICE | CORPORATE IDENTITY
THE CHALLENGE: A global pandemic, the Great Resignation, inequalities in the workplace—set against a backdrop of negative storylines, a relatively unknown name in people-powered HR solutions needed to flip the script.
Half a decade earlier, Alight had spun off from global powerhouse Aon to deliver a more nimble and personalized approach to human resource and business solutions.
One that put people first and used data to make work actually work for employees.
The problem was the brand (largely recycled from the parent company's old playbook) didn't exude the same warmth. Dusty black and white photography, a limiting color palette and an impersonal tone of voice needed to change—and quickly.
THE SOLUTION: We needed to work collaboratively with the internal brand team to refresh and re-spark the personality that inspired the company spin off in the first place.
The task was part design and part strategy—helping the internal marketers to understand that a brand is more than how a company appears on a page or screen, but a common language for how to act, communicate and share its value.
Everything started with the brand voice. We defined the key values that represented a consistent personality and put it into action with hands on tips, examples and guide rails.
Then we turned on the color. B&W stock photos shifted to highly saturated action shots, a three-color palette was opened up with new tints and we introduced a friendly and ownable illustration style that matched existing product UI.
The result was a refreshed and nimble brand foundation, including brand book, templates and all the block and tackling that enabled Alight to continue their own journey to the 'next level transformation' they delivered to their own customers.
At the heart of the brand refresh was modernized web experience improved the customer and end user journey, while enabling the Alight team to seamlessly manage content and leads.
Take a virtual tour of the upgraded digital experience.
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