Brand Development
Guardian Life Insurance — EnrollmentWorks Launch
Guardian Life Insurance needed to launch EnrollmentWorks — a new program targeting both consumers and HR professionals. Dan led brand identity development, product marketing, and a multi-channel launch campaign that earned a Gold MARCOM Award.
The Challenge
Launching a new product simultaneously to two very different audiences — individual consumers and professional HR managers — required a brand identity strong enough to work across contexts, and marketing materials specific enough to resonate with each. The launch needed to cut through in a crowded benefits market.
Our Approach
Dan's team refined the brand color palette to give EnrollmentWorks a distinct identity while maintaining its connection to Guardian Life Insurance. To anchor the HR professional audience, the team created a character named Willy to represent the target HR manager — a relatable mascot that appeared across brochures, website, and video content. Dan also led video previs work that became the centerpiece of the launch campaign.
The Outcome
The launch was a success. EnrollmentWorks remained on Guardian's product list for many years. The launch video earned a Gold MARCOM Award for Web Video Animation.