Seizing the moment
After many years of mergers and acquisitions, including a recently scrapped deal with another industry leader, Willis Towers Watson needed to quickly reestablish itself and boldly define its future. Following the release of an updated business strategy and the January 2022 appointment of a new CEO and global leadership team, a powerful opportunity for a new brand strategy and identity presented itself to galvanize employees and broadcast a clear signal across the industry.
When Willis Towers Watson approached Monigle with a four-month timeline from beginning to launch, we were cautious. After collaborating on a tight plan, WTW gave us the green light to get started, and from the outset we got the message that this project was going to be different.
We started by developing hypotheses immediately—then sharpening and refining them through our daily collaborations with our client team and by conducting real-time polling (CO:Labs) with a wide range of leaders. It turns out that when the brand and executive teams have their sights set on making decisions quickly with focus and confidence, four months can be just enough time to rebrand.
Seeing in Ultraviolet
A rapid and robust discovery process built the brief: Be bold. Be clear. Be a connector. Ideas extracted from the wealth of intelligence, experience and relationships that Willis Towers Watson has always been known for. With this, we began to reimagine how this industry leader could use brand to elevate its strengths and set a course for the future as a unified organization—simply WTW.
If the old brand was purple, the new brand is Ultraviolet. Doubling down on a fearless and dynamic spirit, WTW isn’t holding back. The new logo brings a unified and bold perspective to life while the supporting visual identity infuses perspective and humanity to send a message that the next era has begun at WTW.