New York Life (NYL) is a mutual company, known for its life insurance products. It is 175 years old and renowned for its financial strength and stability. While known and present, the brand doesn’t stand out and can be perceived as old and conservative.
Services:
Brand Identity
Completed at FutureBrand, NY
Team:
Cristina Vasquez
Dany Vo
Sandra Reynolds
Lynne Field
Eddie Hull
Heather DiLeo
Evan Karol
Samantha Baumik
Kristopher Pelletier
Lisa Lind
Client:
New York Life
Cristina Vasquez
Dany Vo
Sandra Reynolds
Lynne Field
Eddie Hull
Heather DiLeo
Evan Karol
Samantha Baumik
Kristopher Pelletier
Lisa Lind
Client:
Our objective is to refresh and refine the NYL brand identity to unify the full enterprise under our new brand essence “The Power of Us, Together” and elevate NYL from a trusted but recessive provider into an iconic symbol of modern American trust, diversity and authority that feels dynamic, inclusive, welcoming, confident and progressive — while protecting the heritage and continuity of the NYL logo — and still rooted in the legacy, stability and humanity the brand is known for.
To bring this to life, we created a graphic system that conveys the idea of opening a world of opportunity, helping people focus on what truly matters and illuminating their path to prosperity on their terms. It adds dimension and depth so NYL becomes the aperture, the beacon, and the moment of clarity where unique advantages suddenly become visible. This is supported by a refreshed color palette and photography style that feels human, welcoming, and confident.
