Modernizing a Fortune 250 life insurance company with a 150+ year history.


Guardian approached The Working Assembly in 2018 looking for a complete, head-to-toe brand refresh. With a 150+ year history and over 26 million customers nationwide, Guardian looked to bring their brand identity into the modern, digital world while highlighting the warmth and caring at the core of the Guardian brand.

The launch of the new brand identity was timed to coincide with the first-ever advertising campaign in the company’s century and a half existence, surfacing the Fortune 250 company more aggressively into the consumer consciousness.


Through a three-part creative sprint, we developed and presented over 25 distinct logo concepts that leaned into three core tenants of Guardian’s brand—strength, warmth, and longevity.

Brand Book

We developed a comprehensive 250+ page brand book that establishes Guardian’s visual and verbal identity. The book is divided into 10 sections that thoroughly outline Guardian’s brand story, tone of voice, typography system, brand architecture, printed and digital applications, and image styling for photography, illustrations, and icons.

TWA understood the nuances in that challenge and expertly balanced when to listen and when to push us. The creativity in every aspect of their work product—design, voice, strategy, product... and even in client service—was breathtaking and refreshing.

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