Rebranding a 166 year old company for a modern audience while retaining the legacy and credibility of a blue chip company.

Overview

There’s a lot at stake for an established brand to modernize and reimagine a long-held position. MassMutual needed a forward thinking rebrand to match their changing demographic, which meant a flexible brand system that could work in an ever-evolving landscape.

MassMutual worked with a large branding agency for two years and were unable to land on a brand they were excited about. In contrast, we built a new brand that was tested and board approved within two quarters.

Visual Identity

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Brand Collateral

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“TWA were extraordinary in their creative execution of all brand elements throughout multiple channels. As an in-house creative, it was a breath of fresh air to partner with a branding firm that was so accommodating to our actual everyday business needs. The extraordinary talent that resides at TWA made rebranding a Fortune 100 company a great experience.”
MATHEW FISCHER — CREATIVE DIRECTOR AT STUDIO M, MASSMUTUAL

Digital Applications

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Signage

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