Brighthouse Financial had established its brand over the last seven years while visually differentiating itself from the competitive landscape. Now, parallel demands of maintaining that differentiation and increasing efficiency through lowered costs provided us the unique opportunity to reduce our reliance on our proprietary photographic library while adding a dynamic and impactful element to the Brighthouse Financial visual identity through illustration.
We developed a system of illustrations with a repeatable style starting with 30 unique illustrations along with a 12-month plan for future illustration development. Key areas for initial rollout included thought leadership materials like content special brochures, web articles, and corresponding assets across social media. We performed competitive and internal audits to determine how to best differentiate from the rest of the market, while identifying subject matter gaps in existing photo libraries.
The final illustrations were created in collaboration with the Oliver creative team (Pam Phayoongsin, Stephanie Goodenow) and an external illustrator (Isaac Anthony).
