Working alongside Ogilvy, we had to devise a new logo and identity for the elevated Globe Life brand. The new brand (and logo) needed to serve as the group brand (formally Torchmark Corporation), sitting across a number of other insurance brands as well as a co-brand.
Our approach needed to be simple and approachable and not appear too distant as a brand yet ensuring Globe Life retained its stature. We needed to lift Globe Life from a category filled with a sea of sameness – while keeping the cues that anchor them within their category. Importantly, we needed to appeal to working families who wouldn’t have considered Globe Life before to ensure they feel there is an insurance product that’s been designed for them, their family, their needs and budget; that appears simple, straightforward and accessible and that will protect them against the unforeseen – allowing them to concentrate on building a better future.
The simple way to brighter tomorrows . ‘Simply, Life Better’
Strategy and Positioning