MassMutual
A modernized brand system for a mutual insurer with 170+ years of experience.
MassMutual was in search of a refreshed identity that matched its desire to be as modern and approachable as its service to its customers and B2B partners. Throughout the system, we incorporated thematics of mutuality, protection, and service to communicate to both consumers and financial advisors alike
Brand Strategy & Positioning, Logo & Visual Identity Systems, Brand Guidelines & Toolkits, Digital Design, Campaign Development, Social & Content Production Video, Photography & Motion Design
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—humanizing our company and forging connections with our audiences.
Our illustrations are organized 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.
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.
Other Work
