SEGAL
Creating a simple, strong brand.
CHALLENGE
Having grown through acquisition, Segal had a fragmented market-facing image that included multiple sub-brands. They were looking to reinforce the value they could offer across their key markets and position themselves more consistently as an employee benefits and HR consulting firm.
SOLUTION
We developed a single, strategic brand platform to align the organization and articulate a unified Segal story. We then brought the brand to life with a fresh look and feel to reintroduce Segal to the world.
RESULTS
Segal employees rallied around the new brand and adoption exceeded all launch plan metrics. Across all its markets, the new brand positioning is allowing Segal to capitalize on its rich 80-year history and reputation to successfully penetrate new industry verticals while expanding its core base.
We developed a strong brand strategy that moved away from a separate sub-brand approach to a simplified “One Segal” focus.
By refining the existing Segal star geometry, we elevated it from being just a mark to a true manifestation of the new brand — symbolizing multiple perspectives coming together for a deeper point of focus.
We crafted a series of launch materials to promote the new brand, from internal presentations and talking points that help key stakeholders share the new direction, to external communications to ease the transition for existing and potential clients.
Activating the logo as a confident graphic element builds recognition and awareness in the star as a shorthand for all things Segal.