MetLife

Branding, Art Direction, Systematic Design

Role: Designer

Adapting MetLife’s existing brand system for our partners in China.

MetLife rebranded in 2016. Since then, we have been on a mission to localize our new global visual system in different regions.

In 2020, we adapted our current global system to the Chinese market and created brand relevance to ensure the long-term success of our brand.

We started by identifying key brand imperatives that are critical for China. We then developed design principles that brought the imperatives to life in a locally relevant way and ultimately informed the development of our foundational design elements and product-specific assets.

Leveraging our secondary color palette, illustrations, bespoke new patterns and vertical typography we created a vibrant, dynamic and optimist brand system extension for the local market.