Western Union
Repositioning for competitive advantage
Western Union is a global leader in money services, with a history of pioneering service dating back more than 150 years. With about 1,800 employees and $2 billion in revenue, Western Union remains an industry leader with an eye toward providing fast and reliable money and messaging services.
Challenges
Rapidly developing technological advances and competition were threatening Western Union’s stature
Use of two historical logos were fragmenting their ability to market and communicate effectively
Actions
Audited company’s communication practices both verbal and visual to access opportunities to create greater impact and consistency
Created new positioning to leverage Western Union’s experienced leadership advantage in financial value-added telecommunications services
Developed a unified visual system built up on a bold and streamlined logotype, featuring a signature system that linked product and service presentation directly to the logotype
Created comprehensive graphic standards for implementing the new identity