John Hancock Goes Direct

I create brand language.

I love this project. I never expected John Hancock Insurance to be this receptive to an edgy design. This project had to do with helping John Hancock — who previously sold life insurance exclusively through brokers and agents — create a direct-to-consumer offering. The digital strategy wasn't just about life insurance, but rather included so much more such as the value you get from a healthy lifestyle. As such, the design is young, energetic, edgy, fun and welcoming with imagery that embraces JHI's new Vitality brand. The design also meant to help users self-serve and get educated.