After retiring our brand ambassador Snoopy, MetLife launched a new brand strategy, system, and experience—recasting the promise and intent of the brand. This has been a learning process, expanding Metlife’s understanding of the brand’s potential, while surfacing new and exciting opportunities to push the brand into evolutionary territories. Tasked with a continuous improvement approach, based on test and learn guided by customer data, we delivered meaningful enhancements to evolve in perpetuum. Best-in-class creative execution of new design systems across media, custom photography and illustration libraries expanded communication tools capabilities, driving business impact at the global, regional and local level.
Role: Creative Direction, Strategy
Agency + Post Production Partnership: Prophet, Sid Lee, Franklyn, Feather Creative
Photographers: Jo Metson Scott, Adrian Gaut, Frédéric Lagrange, Rob Howard