Brighthouse Financial
Intro
Brighthouse Financial was born from MetLife — a full separation of a Fortune 500. They began the long process of building a new brand from the name up. Once the general brand was established, the work began. The challenge wasn't just design but conversion at scale: taking an existing library of branded sales materials across six product lines and rebuilding every piece to align with a new brand structure that was still being established.
Intro
249 Projects delivered. One new brand established.
Brighthouse Financial was born from MetLife — a full separation of a Fortune 500. They began the long process of building a new brand from the name up. Once the general brand was established, the work began. The challenge wasn't just design but conversion at scale: taking an existing library of branded sales materials across six product lines and rebuilding every piece to align with a new brand structure that was still being established.
Work
The Approach
Embedded. Not external.
The engagement started with a simple mandate: get in and convert. But it became something more — a two-year embedded partnership with the Brighthouse Financial design team that touched 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 across screen
Every project was executed inside the brand architecture as it was built; meaning design decisions made in this engagement became part of the system, not decorations applied after the fact.
The Implication
What 249 projects actually means.
Brand consistency isn't built in a single campaign. It's built project by project, decision by decision — across every channel, every product, every audience. The Brighthouse Financial engagement is proof that brand execution at scale doesn't require sacrificing craft. It requires systems, embedded partnership, and a designer who treats every asset as part of a larger whole.
That's the work JA Design was built to do.
Working through a rebrand or building out a new brand system?
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