Unum.com "What Matters Most" Refresh
While I was at Unum, we made a shift from a traditional corporate tone to one that was human and approachable. One major component of this push involved a redesign of its marketing website, which totaled more than 100 pages of content. As part of this project, I collaborated on the site's architecture, brand positioning, messaging strategy and design — and led a small team of writers to write consistent consumer-friendly messaging throughout. Once launched, the click-through rate increased by 100%.