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Aetna, one of the nation’s leading diversified healthcare benefits companies, needed an evolution. In an environment crowded with options, Aetna wanted to be the destination of choice. Not exactly an easy proposition for the 160-year-old company, which serves approximately 36.3 million people with information and resources to help them make better informed decisions about their healthcare.
Originally the name of a line of tires sold by Sears Roebuck & Co., the "Allstate" brand first expanded to represent insurance products in 1931. "Allstate Insurance" went public in 1991, and is the largest, publicly owned personal lines insurer in the U.S. today.
Caesars had transformed into an empire worthy of its namesake by focusing on the customer experience. More than a decade ago, Caesars changed the game—and the gaming industry—when it launched the first ever casino loyalty program, Total Rewards. Every major casino soon followed. But Caesars had always been about more than just gaming.
When Comcast came to Siegel+Gale, the telecommunications services industry was on the precipice of change. A new international standard allowing providers to offer the triple play—Internet, TV and phone, all in one package—had left the door wide open for a true marketplace leader to emerge.
CooperVision had quietly grown to become the third-largest contact lens manufacturer in the world. However, despite offering a full range of high quality contact lenses, CooperVision was still thought of as a niche player—a provider of specialty lenses.
In the wake of the 2008 financial crisis, there was one thing about banking that people across the globe were sure of: it was too complicated. AnaCap, a Czech financial company, agreed: they created an entirely new entity that put banking back in the hands of customers. Direct banking lets people perform most tasks online or at the ATM, simplifying processes and creating a more user-friendly experience.
Four Seasons knew its brand epitomized luxury. But how to convey the essence of that luxury in a more extensive presence?
From its origin through the mergers of three rock-drill manufacturers at the turn of the twentieth century, Ingersoll Rand had grown into a multibillion dollar, globally diversified industrial corporation. Dozens of additional mergers and acquisitions—and a 100-year-old tradition of technological innovation—fueled this growth over the years.
Almost three decades after we created the 1040EZ tax form, the IRS approached us with another major challenge: letter proliferation.
For decades, King Abdullah bin Abdulaziz Al Saud of Saudi Arabia had dreamed of founding a world-class research university that would transform the Middle East. In 2009, that dream became a reality, in the form of KAUST: the King Abdullah University of Science and Technology.
Monster, which went live in 1994, is the web’s original job board, and what’s more, one of the original website domains.
Mobile communications innovator Motorola, Inc. was at a crossroads: after more than 80 years of operating as a single company, the company had decided to separate into two independent organizations–one focused on consumers and the other focused on government and enterprise customers.
After 150 years in business, Pfizer was the global leader in pharmaceutical sales, but the trajectory to the top had come at a cost. Mergers, acquisitions and shifts in priorities over the years had saddled Pfizer with a hodgepodge of disparate visual systems and messages, resulting in a fragmented brand identity.

A global leader suffers brand amnesia
After 150 years in business, Pfizer was the global leader in pharmaceutical sales, but the trajectory to the top had come at a cost.
Without the need for much in the way of formal branding or marketing efforts, Qualcomm had quietly established itself as a pillar in the world of telecommunications innovation. This all changed in 2008, when the company developed Snapdragon—a powerful new chipset that paved the way to introduce a new category of ultra-mobile computing devices: Smartbooks.
For more than a century, Rotary has united leaders who apply their expertise for the betterment of their communities. Started in Chicago by Paul P. Harris in 1905, Rotary has grown to represent more than 34,000 clubs and 1.2 million members worldwide. It has expanded in both scale and scope, from its decades-long charge to eradicate polio to its everyday commitment to empower youth, enhance health, promote peace and advance communities.
In the rapidly changing world of business software, SAP saw a keen opportunity to re-energize its leadership position. Businesses around the world were cutting budgets, turning to smaller competitors and seeking more flexible, intuitive IT systems. SAP leadership was ready to tell the SAP story in a breakthrough way that connected with people, not just businesses.
With a zillion apps on the market for Apple and Android users, finding the next can’t-live-without-it app was as frustrating a process for developers as it was for customers.
Founded in 1919 as The New School for Social Research, The New School champions the pursuit of intellectual liberalism and artistic excellence.
For more than 130 years, the University of the Arts (UArts) has been educating creative individuals in the visual and performing arts and design. Located in the heart of downtown Philadelphia, the University of the Arts offers both undergraduate and graduate programs in six areas of study: Design, Visual Arts, Film, Dance, Theater and Music.
Demand Media, in partnership with Tyra Banks, planned to launch a new and novel kind of fashion website: one that's geared toward real women—of all types—in a celebration of their diversity and individuality.
This new site would be the anti-Vogue: not a mandate to strive for narrowly defined perfection, but an invitation to follow a personal guide through the world of beauty and fashion. Its one true hope is to provide inspiration and tips within each woman's reach.
Each year, millions of travelers fly United Airlines to reach more than 1,000 destinations in over 170 countries. Comprising 52 million members, United's "Mileage Plus" is the second-largest loyalty program in the industry.
Hailing back to 1792, the United States Mint is the world’s largest coin maker, the sole authorized manufacturer of American coins and official medals, and the official guardian of the American gold supply.
Johnny Depp. Anthony Hopkins. Gwyneth Paltrow. United Talent Agency’s (UTA) client list shines bright. Founded in 1991 in Beverly Hills, UTA quickly grew into one of the largest talent agencies in the world.
Sound banking principles are the cornerstone of the financial industry, essential for delivering trust, openness and transparency. This has never been an issue for Washington Federal, which for decades has served as a model of integrity for the banking system—and as responsible stewards of people’s money. As a result, it emerged from the economic downturn not just unscathed, but poised for growth.
From the Civil War to the struggle for Civil Rights, the YMCA had long championed the causes of social justice and community. They also invented basketball, volleyball and racquetball. Now there’s a diverse set of organizational assets.