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GRAPHIC DESIGN 2021

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Mercer: Creating a Brighter Future for a Diverse and Complex Professional Services Firm | 2021


Mercer: Creating a Brighter Future for a Diverse and Complex Professional Services Firm | 2021

Mercer: Creating a Brighter Future for a Diverse and Complex Professional Services Firm | 2021

Designers: Lee Coomber, Mark Scragg, Kannie Lam Laura Dawson, Louise Cantril, Greg Handrick and Simon Glynn, Lippincott Design Team, Lippincott, New York, New York, USAClient: Mercer, New York, New York, USA


Mercer: Creating a Brighter Future for a Diverse and Complex Professional Services Firm | 2021
Mercer: Creating a Brighter Future for a Diverse and Complex Professional Services Firm | 2021

Project Description

Mercer, a global human resourcing consultancy, was at an inflection point. Offering services across a huge number of areas, from redefining the world of work, reshaping retirement, and investment outcomes, to unlocking real health and well-being, its brand wasn’t working hard enough. And, in a highly competitive market, it was not being recognized for the full breadth of its capabilities and deep expertise. Lippincott partnered with Mercer to shape a brighter future and create an inspiring brand story with a vibrant new visual identity.

Over four-months, we evolved 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, we then created a bold, coherent visual look across platforms, products, and services. The new visual identity is infused with warmth, vibrancy, and optimism to convey progress and possibilities while leading with confidence and conviction. It combines both the soft and hard in harmony with openness, flexibility, and a sense of energy.

Following the brand refresh, Mercer has seen significant increases in engagement and traffic to its digital platforms, with a 30 percent increase in the number of visitors to its website, a 72 percent rise in content downloads and sign-ups, and a 50 percent increase in email marketing opens and clicks.