MassMutual
A modernised brand system for a mutual insurer with 170+ years of experience
Modernising a legacy brand for a new generation
One of the oldest life insurance and financial services companies in the U.S., MassMutual serves individuals and businesses with retirement, investment, and protection solutions. But, as a 170-year-old legacy player, MassMutual needed to modernise its brand to resonate with its B2B partners and digital-first generations who distrusted traditional financial institutions.
The approach
We developed a new brand identity system, built around themes of mutuality, protection, and service, and launched the "Live Mutual" brand platform to spotlight the power of collective support in achieving financial well-being. Alongside the brand toolkit, we delivered foundational social assets and campaign templates, giving MassMutual the ability to translate its refreshed identity seamlessly from print to digital and show up with energy across their social channels.
The logo
The new MassMutual logo inspires solidarity and cooperation. The dots represent people from communities large and small coming together to secure their future and protect the people who matter the most. The carefully rounded corners of the wordmark are approachable and beautiful - humanising our company and forging connections with our audiences.
Campaign strategy
Art direction
Digital asset development
Event design
Photo and video production
What we did
The illustration
Our illustrations are organised across a range of four tiers. Each tier is created to address specific ideas, usage, and scale, to create a comprehensive, cohesive, and versatile toolkit. This allows us to translate seamlessly from print to digital channels.
The icon system
Our icons are simple in detail, monolinear, and include a highlighted dot that "creates" the pathway along the outside of the icon. This pathway should always sit on open spaces in the icon, ideally on a natural edge or break.
