Willis Towers Watson: Concept Direction
- Creative Direction: Chris Campbell
This is a proposed direction for the recent merger of Towers Watson and Willis actuary firms relocating to their New York headquarters. I developed a gradation based brand system to play on the three full names that are a part of the new company's deep history.
That system then applies to messaging, site navigation, titles etc. Creating a clean elegant look and feel that can be applied in many forms while allowing ease in visual digestion of what would otherwise be a cumbersome word mark. During the course of the project I was tasked with developing this direction and the elements of the graphic language and visual identity system.