Talcott Financial

Talcott Financial Website

When Talcott Financial expanded its business to offer direct-to-consumer annuities, it knew it was time for a brand and website refresh. Because even though the company has a century of experience, its identity—and web presence—were splintered across three sites, each representing a distinct aspect of their business. They understood they needed a consumer-grade web experience that catered to all their audiences.

But how do you start fresh with a new audience

without confusing existing customers?

I dove into the business’s history, its audience-specific-specific offerings, and goals for the future. Through close stakeholder collaboration, I helped lead a refresh of the existing brand, developing a set of brand pillars to align the businesses under the new identity and help shape future content.

For the web experience, I crafted a site map that helped users of all types connect to relevant content and tasks. This set the stage for a new website that consolidated three properties into a single intuitive experience.

SKILLS: BRAND STRATEGY & DEFINITION, STAKEHOLDER INTERVIEWS, WORKSHOP FACILITATION, INFORMATION ARCHITECTURE, CONTENT STRATEGY, WEB COPY