Brighthouse Financial
Bringing vibrancy to a staid category
Project Details

Brighthouse Financial had the opportunity to build something from the ground up. In 2017, the life insurance and annuities business was preparing to spinoff from MetLife, to focus squarely on the U.S. consumer. It was a new beginning for the brand, as well as the industry as a whole.

For a category that is known for being bogged down in complexity and confusion, Brighthouse Financial believed in delivering simplicity and transparency to its customers. To help realize this vision, RedPeak partnered with the industry’s largest startup to create a modern, yet vibrant logo and visual identity system. Rich, bold graphics and an energetic color palette signify growth and progress, and stands out in a staid competitive set.

Through close teamwork and collaboration, RedPeak has continued to work with Brighthouse Financial to develop its entire brand ecosystem. From photography and branded environments to video and humanity standards, we have created a brand that radiates fresh thinking and optimism.

  • Deliverables:
  • Brand Governance Tools
  • Brand Guidelines
  • Brand Strategy
  • Content Strategy
  • Humanity Standards
  • Iconography
  • Ongoing Brand Support
  • Photography
  • Sonic Identity
  • Tradeshow & Events
  • Video & Motion Standards
  • Visual Identity
  • Visual System Design