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Transforming The Way
America Retires

The Way
America Retires

The Retirement Challenge: Liberate Your Thinking

BNY Mellon is one of the largest asset managers in the world. It was established 230 years ago by no less than Alexander Hamilton. The firm had developed a new corporate identity that leveraged the concept of “brave ideas.” Deardorff was commissioned to translate and evolve that branding specifically for the firm's retirement business.

Understanding that America faces a retirement challenge that is going to require new thinking, Deardorff evolved the “brave” messaging to “Liberate your thinking.” This positioning highlights the diverse perspectives BNY Mellon delivers through its autonomous boutiques. Deardorff also developed a declaration, a resounding manifesto that served as the foundation for all retirement messaging.

Award Winner
Award Winner

  • Financial Communications Society

    , Bronze Portfolio Award, Integrated Media

Planet DC: A New World In Retirement

As part of its new brand identity, BNY Mellon Retirement sought to create a best-in-class publication to address the complex world of Defined Contribution (DC). Deardorff developed the strategy and the identity for the striking publication which we named Planet DC.

With an attention-getting oversized design, gorgeous photography and substantive content throughout, Planet DC provides an enlightening experience for readers, while positioning BNY Mellon as an innovative leader in the DC space. The magazine was strategically structured to feature a section on each of the four areas BNY Mellon believes plan sponsors must holistically balance – Designing Plans, Directing Investments, Arming Fiduciaries and Engaging Participants.

Award Winner
Award Winner

  • Plan Sponsor Council of America (PSCA)

    , First Place Signature Award for Plan Publications
  • Graphic Arts Association's Neographics Award

    , Best of Category, 4-color Newsletter
  • Communicator Award

    , Gold Award of Excellence
  • Mutual Fund Education Alliance Star Awards

    , Thought Leadership
  • Financial Communications Society

    , Silver Portfolio Award, B-to-B Collateral
  • Gramercy Institute Financial Strategy Awards

    , Best Strategy for Content Marketing