After a rebrand retired their longtime canine ambassador, MetLife tapped us to infuse their new brand with the heart and soul that Snoopy used to bring.
- Brand Extension,
Following a massive rebrand, insurance giant MetLife found their new identity lacking the humanity that, funnily enough, was previously provided by a cartoon dog. Over the course of two years, we helped them fill their Snoopy-shaped hole by adding some much-needed warmth to their new design system.
Highlights of these efforts include the development of a brand illustration style, design and production oversight of environmental graphics for corporate headquarters in New York and Tokyo, the rebranding of MetLife Stadium, and the rethinking of corporate swag.
Bold, simple messaging was paired with the iconic illustration style across environmental, print and digital communications throughout MetLife's lines of business.
Recently rebranded, MetLife needed to rethink their presence at MetLife Stadium, home to the NFL’s New York Giants and Jets. Extending the nascent brand into territory appropriate for the gridiron, we developed a dynamic visual language pairing bold graphics with black and white photography.
Renowned photographer Christopher Griffith was tapped to execute on our vision, resulting in iconic footage of athletes running, diving, and tackling across massive walls and video displays throughout the stadium. To add to the fun, fans of each team were enlisted during a preseason game for an on-site photo shoot. The most loyal (and lively) found themselves featured in large lightboxes above the bathroom entrances. Many 13-year-old minds were blown.
Designing and overseeing production of environmental graphics for a total of more than 1 million combined square feet, we touched everything from multi-story murals to restroom signage.
With a relatively open-ended brief, we were guided by the client’s demand that the 7,000 affected employees be “smacked in the face with beauty” at every turn. We tried to do just that, drawing upon cultural influences from everywhere in the world that MetLife does business and utilizing a wide array of materials and production techniques.