As Prudential’s traditional core audience ages out of their products and services, the company realized that they needed to reinvent even their most established offerings. The millennial audience in particular was a key target, so Prudential developed a new life insurance offering that speaks directly to this digitally-native audience. Coming out of this, we developed a brand name that would resonate with our audience and feel more modern than the perception of the parent company. We branded it “Lifely.”

Client: Prudential

Category: Branding/Film

Agency: Six Plus One

Art Direction: Emma Wood, Rafael Valente, Josh Bull

Copy: Myself