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