MetLife Found A New Voice
In 2016, MetLife was facing a difficult rebrand. Gone were the days Snoopy alone could carry the emotional weight of the organizations difficult messaging. The company, long trusted in America, was now global and engaging in insurance products well beyond life coverage. The brand needed to shift to be more personable and embrace and ability to discuss difficult topics with warmth and compassion. It was time to say goodbye to Snoopy, and it was also time to develop a new brand voice which, in collaboration with my team at Prophet, we pursued.
We developed a voice, tone, and messaging strategy that informed communications, advertising, and brand behaviors moving forward. Our design team developed a new logo, and we traveled the world rolling out the new brand internally and extern early.
The new voice led with compassion and understanding. Starting from the customers point of you, and delivering clear and helpful, relevant information was key.
In the years to follow, MetLife‘s tone and voice has been fully embraced, leading to a more approachable and human brand that is positioned to grow forward.
Summarizing our learning along the way, my colleague and I published an article on best practices: feature here.
We developed a voice, tone, and messaging strategy that informed communications, advertising, and brand behaviors moving forward. Our design team developed a new logo, and we traveled the world rolling out the new brand internally and extern early.
The new voice led with compassion and understanding. Starting from the customers point of you, and delivering clear and helpful, relevant information was key.
In the years to follow, MetLife‘s tone and voice has been fully embraced, leading to a more approachable and human brand that is positioned to grow forward.
Summarizing our learning along the way, my colleague and I published an article on best practices: feature here.