Professional Services Branding

From small enterprises to Fortune 500s, McLaughlin Young Group helps companies increase profitability by investing in employee productivity and support. Celebrating a 30-year history, it was time for MYG to refresh its brand and better promote its comprehensive catalog of services and programs.


  • Having two distinct lines of business challenged both successful positioning and promotion.
  • There was the need to develop a clear nomenclature for use in both MYG’s overarching position and varied, individual services.
  • MYG needed to convey strength and confidence while reassuring customers as to the intimacy of care offered.


MYG’s team of managers, providers, and consultants are not only experts, but also offer unmatched accessibility.

Approachable, easy-to-understanding content is unique to this process-centric, information-heavy category.

Audience members use a healthy mix of online and offline resources when shopping for and utilizing this service category.


To successfully position and promote MYG’s varied services and programs, we created an identity that lent simplicity to the complex brand, working across a disparate client base.


MyGroup’s new logo, color palette, and other re-imagined brand elements are bold, yet approachable. Vivid blues and greens are tempered by elegant type and textures. Likewise, soft exposures lend workplace images a lightness and positive atmosphere. From posters and trade show banners to digital executions, this balance of qualities - which is unique within both the employee-health and consulting categories – becomes readily apparent. Our straightforward language and structure is easily recognized and understood by all; and in turn, guided the layout and design of brochures, service catalogs, website, and more. It is found in not only verbiage, but also iconography that helps engage users in a visually-appealing way.


  • Strategic Development
  • Creative Development
  • Corporate Identity Design
  • Website Design & Development
  • Sales Collateral Design
  • Presentation Tools