REPOSITIONING THE BRAND
Building on the foundation of the previous New Era of Risk campaign, the objective was to evolve Guy Carpenter messaging around a simple premise: when risk emerges, having the right people, perspectives, and solutions empowering clients to thrive.
COMPANY:
Guy Carpenter
ROLE:
Creative Director, Project Leader
CATEGORY:
Brand Campaign, Advertising, Video, Social, Environmental Design
CONNECTING RISK WITH EXPERTISE
As Creative Director, I led the campaign concept and visual language, guiding a cross-functional team of four across marketing, writing, design, and motion. I established the creative framework that translated the strategy into a cohesive campaign system, allowing individual executions to address different risks while maintaining a consistent visual identity.
The creative pairs emerging risk topics with human-centered stories that highlight the expertise and solutions available to address them. Built around the recurring “Innovation for…” headline, each advertisement connects a specific challenge with the people, perspectives, data, technology, or capital solutions that help clients respond, creating a flexible system across risks, industries, and audiences.
CAMPAIGN VIDEO
Launched globally in 2025, Innovation for the Next Era of Risk introduced a more human-centered expression of Guy Carpenter’s role in helping clients confront risk. The campaign video debuted at an executive town hall and became the company’s main brand video, incorporated into employee onboarding and used across its website, LinkedIn, and corporate and industry events.
Branding in Action at APCIA
