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