Metlife Korea
Role: Designer
Agency partner: R/GA
Creative direction: Brad Blondes
Design: Dylan Hughes, Shawn Dossantos
Design sprint, Branding, Digital Design, Social Media Campaign
Adapting MetLife's brand system to more effectively resonate with the South Korean market.
MetLife rebranded in 2016 and has since focused on localizing its global visual system across different regions. In 2020, we tailored the global system specifically for the South Korean market to build lasting brand relevance.
We began by identifying core brand imperatives essential for South Korea, then created design principles that effectively brought these imperatives to life. This approach guided the development of foundational design elements and product-specific assets uniquely suited to the market.
Both MetLife USA and MetLife South Korea draw from core elements of the global visual system—such as a reliable color palette, bold graphics, and human-centered photography—while tailoring these features to better resonate with their specific audiences.
The expression of the MetLife brand in Korea is rooted in Korean heritage, yet embraces a bold, modern approach. We introduced a vibrant yellow to bring warmth and energy, and our illustrations help address challenging topics with a human and hopeful perspective. The photography emphasizes genuine, heartfelt connections between people.
In addition to adapting its visual system for South Korea, MetLife launched the 360Health platform, offering solutions that support mental, physical, financial, and social well-being, with a focus on managing critical illnesses through prevention, early diagnosis, treatment access, ongoing care, and financial protection.
The MetLife 360Health app, originally introduced in Korea, integrates AI-powered tools with personalized care to provide a holistic health management experience. It tracks key health metrics like heart rate, calorie intake, steps, and exercise, while offering customized recipe recommendations and the ability to book one-on-one health consultations.
Since its launch, the platform has expanded across the APAC region, with over 1+ million users and more than 30 awards.
To read more about Metlife360 Health in Korea
The launch of the 360Health platform was supported by a strong social media campaign to introduce the product, with targeted ads and engaging content designed to drive awareness, user adoption, and long-term customer engagement.
