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Tungsten Branding
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Liazon
Making the right connections
The Challenge:
Give the intermediary a clear identity
Life Point Solutions came to Tungsten with a business built around helping others connect. As intermediaries in the benefits marketplace, they brought people and options together—but their name did little to express that role.
Our challenge was to turn that connecting function into a distinctive identity: a name that suggested the relationship they made possible.
The "Ah-ha" Moment:
Make the connection in the name
We found the answer in liaison, a French word associated with connection and communication between parties.
Tungsten developed Liazon, simplifying the spelling while preserving the familiar sound and underlying idea. The name put the company’s role front and center: serving as the link between people and the benefits available to them.
The streamlined spelling gave the word a brand identity of its own. Liazon felt familiar enough to understand, yet distinctive enough to remember—a fitting connection between meaning and memorability.
The Results: A Connection With Lasting Value
Liazon grew into a provider of private exchange solutions and online benefits marketplaces, carrying its connecting role into the way employers and employees accessed benefits.
In 2013, Towers Watson acquired Liazon for an announced $215 million, a significant milestone in the company’s development.
Tungsten gave the business a name rooted in the relationship it created. As the company grew, that connection remained at the heart of its identity.
Scope of Work
Brand Discovery
Naming Criteria/Brief
Brand Name Development
Brand Positioning
Corporate Identity
Domain Name Acquisition
