MetLife
Global Brand & Design System
Developing MetLife's new brand identity, completely overhauling all creative assets, UX, and developing a scalable digital design system.
Developing MetLife's new brand identity, completely overhauling all creative assets, UX, and developing a scalable digital design system.
To drive more meaningful relationships that aligned with its customer's unique needs, backgrounds, and abilities, MetLife embarked on a global rebranding, the first in 31 years.
XF’s founding team led this transformation by working with internal teams and agencies in developing its new brand identity, completely overhauling all creative assets, UX, and developing a scalable digital design system.
MetLife supported diverse customer needs while achieving a 50%+ increase in consideration and 40%+ conversions in the US, Japan, Mexico, Korea, and China.
The digital design system is now used by all MetLife businesses and by over 200 development partners/design firms worldwide, providing local teams with the ability to be on-brand while customizing user experiences and reducing development costs.