How LifeWorks Rebranded Itself During COVID-19




Get practical, helpful insights from a pandemic-era corporate rebrand case study.

Robby Brumberg, Ragan Communications

A corporate rebrand is never easy. Try doing that during a global pandemic.

LifeWorks, the global well-being solutions business formerly known as Morneau Shepell, faced this issue during the past year.

Rod Cumming, LifeWork’s VP of global corporate and internal communications, recently shared insights and takeaways from the company’s rebrand with Ragan’s Communications Leadership Council.

Here are some lessons from the call.

Creating one vision, one voice

Morneau Shepell, LifeWorks’ former nom de entreprise, has a long history of growth spanning 55 years. In recent years, the company made several acquisitions and became a much more global presence—far beyond its beginnings in Canada. Now, with 7,000 employees, $979 million revenue in 2020 and clients in 160+ countries, the company wanted to position itself in a manner more befitting a truly global operation in the total well-being space.

Following several years of market research, the company made the decision in late 2020 to proceed with the new LifeWorks name. This new name aligned well with the company’s purpose—”Improving Lives, Improving Business”—and its refreshed corporate narrative as a leader in providing digital and in-person solutions that support the total well-being of individuals, and by doing so, helps clients improve their business.

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