JULIA YU

11
Guardian Insurance

Guardian has long been one of the most trusted and reliable names in the life insurance industry, with over 100 years of steadfast service to its members. But in a rapidly digitizing and increasingly disrupted category landscape, the brand sought to transform itself to become more modern and relevant, while staying true to its founding ethos: to always do the right thing by its customers. To achieve this, Interbrand partnered with Guardian to reposition the brand from a traditional provider of functional insurance benefits centered on the individual policyholder, to an emotionally resonant, communally-connected brand inspired by a renewed brand promise — to embrace the good, and build for the better.






About the projectGuardian builds uniquely customized life plans to help its members protect the people they love most. To represent this distinct ethos of empathy and care, the brand’s visual identity refresh was crafted around hand-drawn illustration elements, used to annotate and highlight content with an authentic human touch. These elements include signature circles, arrows, squares, and underlines designed to convey the brand’s active embrace of continuous progress and forward momentum. The refresh also included a new typeface hierarchy to create a more personal and less institutional feel, an updated color strategy that paired the brand’s signature navy with accents of vibrant orange to add warmth and positivity, and a new photography style that captures the pursuit of a better future with the feeling of forward-looking aspiration.

The result is an established yet approachable brand, equipped to tell its many stories of helping customers to dream, build, connect, and protect what’s most precious to them for generations to come.



Credits

Agency
Project
Role

Unreleased.
ECD
CD
Senior Designer
Strategy, Verbal

Client ManagementInterbrand NY
Brand Identity Refresh
Senior Designer


Chris Campbell
Franziska Stetter
Rory Mckinnon
Jennifer Passas, Wilson Taylor
Hanna Kubat

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