Client: Guardian Insurance
Project: Brand Refresh & Corporate Brand Identity System
Brand Identity System
Role: Freelance Design Director, Designer
Creative Director: Bret Hansen
Guardian is a mutual insurance company that’s been around for over 150 years. It offers everything from Finance, Family, Business and Retirement Insurance Plans, to Annuities, Life and Disability Insurance, as well as Workplace Benefits and Investments.
Guardian’s brand identity had not been updated or refreshed in a very long time. Its current visual identity does not reflect the brand values and positioning it currently upholds. It is seen as stale, cold, detached, and not relatable.
Working with 2 other designers, our team came up with the brand concept of “See a Certain Future”, executing a total of 3 concepts that would be presented to the client. This concept captures the idea of “special, sacred moments” in people’s lives and trajectories. The client has yet to choose a final direction.
Guardian Insurance - Logo Animation from Raymond Forbes-Schieche on Vimeo.