Corporate Website Redesign Don Bisch Director, Corporate Communications

2 Brand Identity Equitable Life refreshed its brand identity in Objective was to create a consistent look and distinguish ourselves from the competition. The key features of the new brand identity include:  A crisp and clean look and feel;  Images of people to represent our relationships with advisors, policyholders, plan sponsors, etc.;  Standards for fonts, logos, colours, etc. Corporate Website Redesign

3 Available on e.Link: Corporate/Corporate Communications/ Brand Guidelines Corporate Website Redesign

4 Brand Identity

5 The new site: Visually appealing with a clear, consistent brand identity. Easier to navigate with bilingual search. RSS feeds and links to social media. Complies with international accessibility standards. Supports graphics, rich media. Maximizes search engine optimization (SEO). Allows for timelier updates. More comprehensive measurement and analysis of traffic. Corporate Website Redesign

6

7

8

9 May 28, 2011 Corporate Website Redesign