Brighthouse Financial
Intro
Brighthouse Financial launched as a new company when it separated from MetLife, and it built a new brand from the name up. Josh worked inside the Brighthouse Financial design team as that brand took shape, converting an existing library of sales materials across six product lines to the new brand structure.
The challenge
A new brand, still being built, across six product lines
The brand structure was still being set while the sales materials had to keep shipping. Every brochure, mailer and social post for six product lines needed rebuilding to a standard that was still moving. The challenge wasn't just design. It was conversion at scale.
Work
The approach
Embedded. Not external.
The mandate was simple: get in and convert. Over two years inside the Brighthouse Financial design team, the work grew to touch every channel and every major product line.
- Product marketing materials: sales-ready assets for six product lines, built to the new brand spec
- Custom illustration: original artwork developed in direct support of product managers, building a visual language that didn't exist before
- Animated social campaigns: motion-forward content for a financial brand learning how to speak digitally
- Direct mail: conversion-focused print designed to land in a customer's hands and hold attention
- Digital billboards: out-of-home executions that had to work at speed and scale in a single glance
- Motion graphics: animated brand content that brought the new Brighthouse identity to life on screen
Every project was built inside the brand architecture as it took shape, so design decisions made on the team became part of the system, not decoration added after the fact.
The implication
What brand execution at scale takes
Brand consistency isn't built in a single campaign. It's built project by project and decision by decision, across every channel, product and audience. The work inside Brighthouse Financial showed that execution at scale doesn't require sacrificing craft. It takes systems, a team that works as one and a designer who treats every asset as part of a larger whole.
That's the experience JA Design brings to every client.
Rolling out a new brand across a library of sales materials? The Sales Kit rebuilds it in three weeks.
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