Life insurance is neither fun nor, for most people, comprehensible. It hints at bad things in the future that no one wants to think about.
Design agency XXXIX turned that expectation on its ear in a new identity for Modern Life, a newly formed, tech-enabled life insurance brokerage. Instead of warning against impending doom, Modern Life’s shares pictures of “aspirational (but attainable)” life that is productive, healthy, and perfectly normal, all with the help of life insurance. The focus is on vacations, weddings, graduations, and other positives in life that Modern Life’s advisors can help make real.
XXIX created a people-centered brand that focuses on relationships, simplicity, and service. Illustrations by Vincent Mahé populate the new brand, providing additional depth of information as well as portals through which the viewer can imagine one’s own self enjoying the serene scenes.