Rebranding a company is a significant investment—that poses serious risk. But when you need to shake a certain reputation, appeal to new markets, or refresh a stale brand, it’s worth it.
As I pioneered a new role, Product Marketing Specialist, for WEA Trust, my team and I embarked on the company’s first rebrand in more than 40 years. All three of the instigating situations above applied.
Like with any smart rebrand, my team and I started with market research and building buyer personas. From there, we developed a new visual brand and key messaging. In my role, I contributed to the whole process, while establishing an overall product marketing strategy in adherence with the new brand. WEA Trust worked with Preston Kelly on the rebrand.
Red is a warning color. It’s not indicative of care, wisdom, or growth. This logo also emphasizes “WEA,” which references the traditional market of the company and the past.
Orange is a color of energy, warmth, and positivity. The word “trust” is emphasized in this logo, highlighting the positive reputation WEA Trust built and the reason new markets should pay attention.
Rebranded Product Assets
Before
This brochure introduced a new market to a product designed for them. It was visually cluttered and the copy was too confusing, overwhelming the sales prospect. It also didn’t position the company as a partner.
With a cleaner design and more people-focused imagery, the brochure is easier to take in. It also serves as a better introduction to the new market, providing better overview of the problems WEA Trust can solve for them.
The goal of this piece was to introduce a new telehealth urgent care product to end users. There was too much visual clutter, an unclear product description, and too much text.
This piece is cleaner and easier to read. There is one call to action, and it includes a persuasive social proof statement. It’s also only one page.
Mel Grau 