NEW YORK, October 30, 2018 – Labbrand’s work with Voya Financial, the New York-based financial, retirement, investment and insurance company, was honored with two awards at the annual Transform Awards North America. The awards recognized Labbrand’s work in creating the Chinese brand identity for Voya, including a Chinese brand name and a bilingual brand signature that resonated with the growing Chinese community across the U.S.

The awards include:

GOLD award in Best Naming Strategy;

SILVER award in Best Visual Identity from the Financial Services Sector.

“Landing on a name that is visually and evocatively aligned with the brand was a big challenge and the bilingual brand signature is beautifully done,” says the judging panel.

Labbrand worked closely with Voya Financial to create a Chinese identity for the brand that is optimistic, approachable, and relatable to the Chinese-American community, who needs smart and professional financial planning and management. Labbrand created the Chinese brand name 沃雅 [wò yǎ], conducted linguistic tests in major Chinese dialects spoken in the U.S., and designed the bilingual brand signature.

“We are honored to be recognized in a room brimming with branding talents. Our sincere gratitude goes out to our clients with whom we continuously worked with to bring out the positive power of branding,” says Ying Mu, Vice General Manager of Labbrand New York. “We are especially thrilled to be recognized for a project that reflects the cultural diversity of the U.S. market.”

Labbrand, a global brand consultancy with a cross-disciplinary approach, was founded in 2005 in Shanghai, China. The award-winning consultancy has expanded its presence to North America with the establishment of offices in New York and Vancouver in 2016 and 2017 respectively. Labbrand has won recognitions at Transform Awards Asia-Pacific at each year’s competition since 2014.

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Voya Financial

Voya Financial, Inc., helps Americans plan, invest and protect their savings — to get ready to retire better. Serving the financial needs of approximately 14.3 million individual and institutional customers in the United States, Voya is a Fortune 500 company that had $8.6 billion in revenue in 2017. The company had $528 billion in total assets under management and administration as of June 30, 2018. With a clear mission to make a secure financial future possible — one person, one family, one institution at a time — Voya’s vision is to be America’s Retirement Company®. Certified as a “Great Place to Work” by the Great Place to Work® Institute, Voya is equally committed to conducting business in a way that is socially, environmentally, economically and ethically responsible. Voya has been recognized as one of the 2018 World’s Most Ethical Companies® by the Ethisphere Institute; one of the 2018 World’s Most Admired Companies by Fortune magazine; as a member of the Bloomberg Gender Equality Index; and as a “Best Place to Work for Disability Inclusion” on the Disability Equality Index by Disability:IN.

About Transform Awards

The Transform Awards is a global celebration of brand development, reputation management and rebranding. Established in 2009 by the Transform Magazine, the Awards honours and rewards the most innovative, creative and successful brand work across the world. Each of the prestigious award programmes focuses on specific aspects of the branding process and provides a platform from which to benchmark and showcase excellence.