Simplifying complexity to tell a powerful story of partnership.

Challenge

MBWL is inherently a complex story to tell. As the partnership between three leading professional services organizations who come together to deliver innovative, strategic retirement and benefits consulting for multinationals, their ability to have an impact was being hidden behind the difficulty in telling one clear and powerful story.

Insight

After gaining a deep understanding of the different organizations and clients working with MBWL, we pieced together a cohesive story which reflected the different angles, entry points and stages they were coming to MBWL for in their retirement and benefits journey. This empathy for their unique needs became the centerpiece of the brand and experience.

Solution

We evolved MBWL’s visual identity to reflect the multitude of lenses they must take in advising the diversity of their client-base. This new identity then inspired a completely reimagined website which told our cohesive story of who MBWL is, oriented around the distinct need-states for the range of external audiences.