case studies.


Launching an online estate planning service.

UTL Trustees (formerly Union Trustees Limited) has over five decades of consistent professional expertise and experience in diverse kinds of Trust transactions. WillPower is UTL’s online Estate Planning service. WillPower allows individuals can manage estates through do-it-yourself Wills, Trusts, etc.

The Challenge.

UTL desired the development of a visual brand, launch, and communication strategies for WillPower.

The Solution.


Brand & Communication Strategy


Visual Identity


Marketing Communication


Social Media

Brand & Communication Strategy.

The brand and communication strategy for WillPower was developed at a session with the Management of UTL. Key challenges with the launch and propagation of the online platform were identified and solutions developed.  The strategy document outlined audiences, launch, and communication programmes across (traditional & digital) media.

An overall communication theme was defined.

Visual Identity.

A new logo and visual identity standards were designed for WillPower.


Marketing Communication.

Corporate and advocacy advertising campaigns were developed by Alder for the launch of the brand.
Brand collaterals were also developed.

Following the launch of the WillPower brand, a reinforcement communication campaign comprising print, radio, and online videos was also executed. 

Social Media.

Alder developed a social media marketing strategy for the launch and propagation of WillPower. Alder also managed WillPower’s social media platforms direction during and post the launch programme.