Voya Financial, a New York-based financial, retirement, investment, and insurance company, has introduced its Chinese brand identity to target the expanding Chinese community in the United States. The brand identity includes a Chinese brand name and a bilingual brand name signature, expertly crafted by Labbrand New York. Explore how Voya is successfully establishing voya branding in China and connecting with the growing Chinese community in the U.S.

The Voya Financial brand was established in 2014, evolving from ING U.S. With the vision of becoming America’s Retirement Company™, Voya helps some 13 million customers become financially and emotionally ready for retirement.

Discover the successful collaboration between Voya and Labbrand in establishing a strong brand presence in China. Labbrand, a renowned global brand consultancy specializing in Chinese brand naming, partnered with Voya to create a Chinese identity that resonates with the Chinese-American community. The result is the Chinese brand name 沃雅 [wò yǎ], carefully crafted to convey optimism, approachability, and professionalism in financial planning and management. With linguistic tests conducted across major Chinese dialects and a thoughtfully designed bilingual brand signature, Voya branding in China is poised to effectively connect with the target audience. Explore how Voya and Labbrand are shaping the future of Voya’s brand in the Chinese market.

The Chinese brand name 沃雅 [wò yǎ] envisions a rich and happy journey towards and through retirement, while maintaining similar pronunciation in Chinese to the original name “Voya”. 沃 [wò] stands for richness, implying an aspirational life full of joy. 雅 [yǎ] means elegance and peace, reflecting peace of mind and assurance for the future and life during retirement. The name has an optimistic and trustworthy tone, resonating with Voya’s brand image and customers’ expectations. This name was linguistically tested among speakers of Mandarin and two major Chinese dialects spoken in the U.S. – Cantonese and Minnanhua. Additionally, the two characters chosen for the name are readable in both traditional and simplified Chinese characters.

Labbrand also designed the voya bilingual brand name signature for Voya, maintaining a strong resemblance with the distinct traits of Voya’s original visual identity. Voya plans to utilize the Chinese brand name and visual identity for various marketing touchpoints including website, social media, TV ad, print media, video, and other collateral.

“We are very thrilled to work with Voya Financial on this naming and design project,” said Ying Mu, Vice General Manager of Labbrand New York. “What makes the U.S. market so special is its diversity. And as a growing segment of this market, the Chinese-American community is definitely one that has many opportunities for brands. We are happy to provide our multi-cultural knowledge and approach to help our clients to achieve consistent growth.”