Voya Financial underwent a staged transition from 2014 to 2015 that required phased communications. In early 2014, ING branding was prominent. From March to April 2014, Voya Financial transition messaging was added to signals the coming change. From May to August 2014, transitional trade advertising had two flights. In September 2014, remaining entities changed to Voya Financial as the holding company name changed in April. Voya Financial emerged as a new kind of financial company in the fall through broad social and media efforts to build awareness of the new brand.