BNY Mellon: Humanizing Internal Benefits Through Bold Visual Strategy
Project Overview
As part of an internal communication initiative with WTW, I led the creative direction for a refreshed visual identity supporting BNY Mellon's employee benefits campaign. The objective: to make dense, corporate information feel engaging, empowering, and easy to navigate for a global employee base.
The Challenge
BNY Mellon’s internal HR communications were informative but lacked visual cohesion and emotional resonance. With a diverse, global workforce, the company needed a clear, friendly, and visually consistent system that could be easily adapted across print, digital, and email formats—without losing the tone of professionalism.
The Strategy
Our approach was rooted in clarity and compassion. I developed a design system that focused on approachability, using a warm color palette, clean typography, and custom iconography. The result was a brand-forward communication toolkit that respected corporate guidelines while making complex benefits content feel less overwhelming.
Creative Execution
I created a flexible design system that included:
Print Collateral – Enrollment guides, flyers, and plan comparison charts
Digital Assets – Email graphics, intranet visuals, and HR portal components
Visual Framework – Templates and modular layouts that supported future adaptability
Iconography & Infographics – Visual storytelling tools for simplifying benefit options and actions
Tone of Voice Alignment – Collaborated with content teams to ensure visual and verbal cohesion
Results & Impact
The updated materials helped drive higher participation and engagement during the enrollment window, with employees reporting increased ease in understanding their options. The design system was later extended to wellness communications and onboarding materials.
“This redesign helped bring warmth and clarity to an area that’s usually confusing for employees. It made a real difference.”
— HR Comms Specialist, BNY Mellon
Project Scope
Role: Lead Designer, Internal Brand Strategist
Agency Partner: WTW
Deliverables: Benefits Communications Toolkit, Visual Identity, Print & Digital Assets
