< All Work

Equitable Holdings, Inc.

Equitable and Corebridge Financial announced a landmark merger of equals valued at approximately $22 billion, bringing together two highly respected financial organizations to form a powerful new leader in retirement, wealth management, and asset management services. The merger combined decades of industry expertise, expansive resources, and complementary capabilities to strengthen market presence, broaden client offerings, and position the newly unified organization for long-term growth and innovation within the financial services industry.

FGI was engaged to concept, design, and implement a comprehensive internal digital campaign announcing the industry-defining merger to more than 8,000 Equitable employees nationwide. The initiative required thoughtfully combining two established brands into one clear and cohesive identity that would resonate across the organization while maintaining consistency in messaging, tone, and visual communication. Through strategic creative direction and carefully developed campaign materials, FGI helped create a unified brand experience that delivered a singular voice, reinforced employee engagement, and communicated the significance of the merger with clarity and impact.