Redefining a Legacy Firm
Client: Milliman
Role: Creative Director
After 75 years, what Milliman meant depended entirely on who you'd worked with.
That's what happens when practices operate independently for decades—the brand grows fragmented, the visual identity gets neglected, and as new products and tech solutions emerge, the gap between what the firm actually is and how it presents itself keeps widening.
The challenge wasn't just a rebrand. It was unifying a firm that had never spoken with one voice.
Our agency partner, Agenda, developed a visual identity rooted in the logo. From there, we focused on making it usable at scale by rebuilding the guidelines from the ground up, documenting font hierarchy, grid logic, and graphic language so in-house, agency, and practice teams could execute consistently. We built templates for high-volume work, expanded the system to cover internal audiences and ERG branding, and developed a distinct illustration style for flagship editorial content. The work won a Transform Award for Best Visual Identity in Professional Services.
When I joined, the team was two people focused on low-complexity projects, outsourcing most of the work to our agency partner. Today it's a nine-person in-house operation delivering over 800 projects a year across campaigns, video, editorial, experiential, and collateral—with agency support reserved for large-scale and high-complexity work. Milliman Brand Central, the brand portal we built, supports this scale: 715 monthly users, 103k+ annual downloads, and a 4x year-over-year increase in engagement.
Now with a consistent visual identity in place, new brand positioning gave Milliman a voice.
The "Solutions for a World at Risk" tagline connected Milliman's mission (protecting the health and financial well-being of people everywhere) to a clear "how." It captured the complexity of the problems the firm solves and the confidence clients need from the people solving them. We expanded the guidelines, designed assets, redesigned the website, produced a brand anthem video, developed content, and built a champion network of leaders across the firm to drive adoption.
