To rebrand Mass Mutual, the team at The Working Assembly dug deep into audience and competitive research to identify their white space as a brand. I worked as an extension of the agency’s design team as an art director.

Upon establishing clear tenets of their brand strategy, I developed a creative approach to reinvigorate the blue-chip company in a digitally focused and own-able way. The new visual identity brought Mass Mutual’s emphasis on community to the forefront.