We embarked on a four-month journey to evolve how Mercer expresses itself, crafting an inspirational brand story that pushes colleagues to be bolder while remaining true to Mercer's distinctive capabilities and the business and market's reality.
To bring the story to life, the visual approach is essentially editorial, looking at the world in which we work and demonstrating Mercer's perspectives with conviction, optimism, and warmth. We used a high contrast sharp serif to elevate their words, balanced with a simple geometric sans linking the hard issues with the soft issues, bold colorful gradients added dynamism, and a bright people inspired imagery style brought emotion and human connection, creating a vibrant platform to speak, be heard and be noticed. We then delivered a suite of supporting tools to manage and communicate the brand story and the visual expression with impact and consistency across platforms, products, and services. Along with visual guidelines for brand governance and voice and a new tagline: Welcome to Brighter.