Making global feel local

Metlife

Industries

Insurance, Financial services

Deliverables

  • Brand strategy
  • Brand platform
  • Positioning
  • Visual identity
  • Tone of voice

The challenge

Make global strategy relevant locally

Take MetLife’s existing strong global platform and rework it to make sure that it resonates with the British audience, demonstrating MetLife’s ‘right here, right now’ approach.

The solution

For every moment there’s MetLife

Reflecting the brand promise and outstanding service and support that MetLife UK offers its customers, both B2B and B2C through the line ‘For Every Moment There’s MetLife’. Alongside a new and distinct visual identity for MetLife UK that gave them their own identity and personality within a global group.

UK brand localisation held up internally as a best-in-class example for other regions to aim for. And recognised externally by the industry.

Winning
‘Best Localisation – Brand Strategy’
at the Transform Awards 2024.

LV= poster image

LV=

Building a household name and UK superbrand.

Horwich Farrelly

Disrupting a category that forgot about people.