FutureBrand’s comprehensive rebrand for New York Life
FutureBrand has led a comprehensive rebrand of New York Life, marking 175 years of the insurance company’s history with a renewed visual and conceptual direction. The updated identity is built around the idea of the ‘Window of Opportunity,’ a unifying concept that reframes the brand as a guide through moments of change rather than a static financial institution.
With more than a century and a half of heritage, New York Life holds a longstanding position within the American insurance sector. As audience expectations and cultural contexts continue to evolve, the brand sought to increase its adaptability while maintaining the credibility and stability associated with its legacy. The redesign addresses this balance by modernizing key visual and strategic elements without departing from the core attributes that define the organization.
all images courtesy of FutureBrand
the redesign adopts a forward-looking design approach
Central to the new identity is the ‘Window of Opportunity’ concept by FutureBrand design group. This framework informs both messaging and design, positioning the company as a consistent presence during periods of transition and decision-making. Architecturally inspired visual cues, such as framing devices and layered perspectives, introduce a sense of depth and forward movement across brand applications.
The visual system incorporates an updated color palette and contemporary typography to enhance clarity and flexibility. Photography plays a significant role, with imagery selected to reflect everyday life and transitional moments in a direct and relatable manner. Together, these elements create a cohesive design language that can extend across digital and physical touchpoints.
the new identity introduces a renewed visual and conceptual direction
a refreshed color palette enhances clarity
layered compositions create depth and forward movement
the system extends across both digital and physical touchpoints
the redesign balances adaptability with credibility and stability
project info:
name: New York Life rebrand
designer: FutureBrand | @futurebrandglobal
design team: Cristina Vasquez, Dang Vo, Alicia Sunaryo
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edited by: christina vergopoulou | designboom
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