Liberty Mutual Segmentation Guide
2019
Worked in collaboration with the internal strategy/planning team to create a comprehensive internal document about the Liberty Mutual marketing segments to be used company-wide.
This guide was created as a solution to displaying a massive amount of data in an informative and visually engaging way. We landed on a 60-page document full of visual representations and infographics of the data.
When considering each large data set, we wanted to highlight important differences and similarities between segments, while still considering Liberty’s own brand guidelines. Key images were crucial in helping to prevent stereotypes that naturally form, by using a range of photos we showed each segment can contain a small spectrum of personalities.
Segmentation Guide:
WHITE BOARD
Once the segment guide had been published for use, it was immediately available to the entire company and all departments—not just Marketing.
We created a hallway display to bring the digital guide into physical form for employees to reference. This included shorter, abbreviated overviews of each segment that now live on whiteboards in office common areas. All graphics were die cut and mounted, while text and numbers were hand drawn to stay within the native white board environment.