During 2017, Blackstone acquired Aon Hewitt’s HR outsourcing business, restructuring it as the company known as Alight. Being brought over from Aon Hewitt, I was able to help launch and continuously develop the company’s brand.

Campaigns

To increase our contact and client database we launched a campaign that shared tips on how employers could optimize their HSA’s and their employee’s investments in them. The campaign promoted an ebook through various channels. We created five common HSA related scenarios to exemplify what employers can expect from Alight to help them and their employee’s.

I led the design of the overall campaign including the landing page development, ebook, video ads, and social posts.

Illustration

To help drive traffic into Alight’s space at conferences I created custom screen print and sticker giveaways featuring iconic illustrations specific to the locale. Referencing Alight’s initial icon style, I utilized bold lines, simplicity and secondary colors, giving them a friendly and light-hearted appearance.

I also developed items such as dual sticker and coloring booklets for people to take home to their children. Personalized items like these help highlight Alight’s attentiveness to its clients and customers.

Iconography

Since the brand launched I continuously expanded Alight’s icon library. The arc element was incorporated into each icon giving them a uniqueness specific to the brand. Icons were used in versatile ways throughout marketing collateral as well.