UnumProvident, a fortune 200 insurance company and one of the world’s leading employee benefits providers, approached Waterhouse Public Relations to assist with their re-branding in 2007.

More than just a logo, re-branding repositioned the company that was merged between The Unum Corporation and Provident Companies, Inc. in 1999.  In 2007, UnumProvident was dropping the “Provident” part of their name, but the company wanted to maintain the integrity built up over the course of its history.

Unum has a rich history in the many names that have formed the company - including Provident, Colonial, Paul Revere, Unum and Unum Limited - each of which holds significant value to stakeholders.   The re-branding served to catch up with the many changes that had made Unum a 'new' company and bring a focus to the emerging brand.

An important process of re-branding is getting employees on board with the transition, as they are ambassadors to the brand.

Objectives

1. To develop a strategy for the most appropriate and effective unveiling of the new logo to more than 10,000 Unum employees
2. To communicate Unum’s new message and mission to Unum employees: “We are a benefits company”
3. To establish a method that would position Unum from being an insurance company to being a true employee benefits partner, providing “better benefits at work,” to Unum employees
4. To communicate the company’s core competencies and focus to Unum employees


 

Strategy and Results



Meeting extreme deadlines while coordinating with Unum’s team, Waterhouse Public Relations successfully designed and developed a presentation to assist in the multimillion-dollar branding of Unum.  Utilizing key interviews from Unum employees around the country, Waterhouse Public Relations developed a presentation that tied in to the new logo and message: solid, confident and focused on people.  The presentation was broadcast to all Unum employees, from Chattanooga to Maine, from to San Diego to the UK.

Please view the following presentation.