Guardian Life Insurance Co. is one of the largest mutual life insurance companies that has approximately 8,000 employees in the United States and a network of over 3,000 financial representatives in more than 70 agencies nationwide. Founded in Manhattan in 1860, the company offers a wide range of insurance products and services, including life insurance, disability income insurance, annuities, investments, and dental and vision insurance coverage.

For more than 160 years, Guardian Life has helped enrich people’s lives, secure their future, and strengthen communities. And now they are willing to get even more closer to their customers with a new brand promise and a new look. 

The new brand promise – “Embrace the good, build for the better” is a strong commitment from an insurance company in its own right, and a powerful build to Guardian’s well-known statement “Everyone deserves a Guardian” when connected. It pushes new company culture and brand perception to become more contemporary, nimble, and innovative.

Our mission was to create a new feel that can deliver the new brand promise moving from a transaction-based product manufacturer to a relationship-based platform company – promising uplifting, ongoing progress through collective action, continuous innovation, and forward momentum.

View Guardian Life’s new look here



Building from their existing brand toolkit and expanding it to have new visual assets only Guardian can own, we built a visual system that candd a touch of warmth that can visually ‘embrace’ their custo