Creative approach: The ask.
Produce two (2) design concepts that speak to Evraz’s image and organizational culture, while aligning with Voya’s focus on increasing employee participation through education and a more personalized approach. Focused on strengthening retirement confidence and employee motivation, these concepts may be incorporated into Voya’s ongoing communications materials and campaigns.
Creative approach: Considerations.
Happy human capital: Boosting retirement confidence and readiness, leading to a less stressed, more engaged workforce
Set it and forget it: Discouraging the use of 401(k) loans through positive, inspiring messaging around patience and compound growth
Easy access shouldn’t mean early access: While account access is easier than ever, through the Voya app, accessing your funds (specifically through loans) needs to be discouraged.
An attractive perk: The 401(k) plan is part of a strong overall benefits package and wellness program, but employees need to take advantage of it beyond the auto-enrolled minimum.
Education: Reiterating the purpose of a 401(k) plan (regular paycheck deductions > pursuit of long-term growth > intended for the long haul rather than immediate access).
Concept 1. Planting Seeds
To encourage participants to use their 401(k) plans intelligently, we emphasize the major benefit to locking one’s money down in a tax-advantaged retirement account. Namely, the potential for compound growth.
To bring this concept to life, we suggest that contributing to a retirement plan is akin to planting seeds. If you leave that money alone and are patient, you stand to reap a bumper harvest in retirement.
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Concept 2. Strong retirees
In keeping with Evraz’s ethos of strong rewards and strong people, we wanted to use the language of strength to convey that substantial retirement savings strengthen employees for the journey ahead.
However, mere participation is not enough. In order to forge a steel-plated nest egg, participants will need to use their 401(k) plans intelligently. That means increasing their contribution rate and locking their investments down until retirement.
Poster
Brochure
Alternate Image Selects