Waldon is a specialist consultant in the employee wellbeing sector. Using relevant insights, concrete advice and smart digital tools, the brand promotes employee well-being in small and large organizations to increase retention, reduce absenteeism and help people feel good about themselves and maintain life balance.
the challenge
Waldon, originally founded by insurer AG Insurance as AG Health Partner, operates in a growing workplace wellness market. To adequately differentiate itself from the competition and deliver a story better aligned with the needs of both employee and employer, Pavlov was asked to develop a brand strategy and identity that matched its renewed vision for the future.
the insights
Belgian employees say they are increasingly concerned with their health and well-being. For example, 22% say they exercise more and 21.5% try to eat healthier. At the same time, 1 in 3 claims they already experience work-related stress on Sunday evening and 45% expect more attention to mental health in the workplace. No wonder workplace wellness initiatives have the greatest impact on personal happiness.
our solution
To understand what needs both companies and their employees have regarding wellness and healthy lifestyles, we dove deep into the target audience motives that indicate why employers would buy services and their employees would use them. At the same time, we took a close look at the different players offering services regarding wellness at work and developed a unique differentiation for the brand.
Starting from these insights and the internal strategic exercise on corporate strategy, we developed a complete brand strategy that heralded a transformation in positioning from product-oriented to customer-oriented. A clear brand story took shape and was immediately linked to a set of clear benefits, claims and promises.
Since this new vision no longer fitted within the existing brand identity and the direction of the organization was also thoroughly adjusted, it was decided to initiate a complete rebrand from AG Health partner to a new brand, starting from three different scenarios appropriate to the brand strategy. Waldon was chosen, a name that refers to the woods (and thus to solid roots, nature, relaxation), but also to the phonetic “well done”. A typographic logo was chosen as the logo, with a distinctive “W” representing both tree roots and a stylized high five. The finished brand identity was delivered in a complete brand manual containing all relevant assets and templates.
