Ideon helped MetLife communicate its 150-year history of making a positive impact on society.

MetLife Case Study

The Company—MetLife is among the largest global providers of insurance, annuities, and employee benefit programs, with 90 million customers in over 60 countries

The Challenge—To communicate a story internally and externally about MetLife’s 150-year history of making a positive impact on society, through branding and naming.

The Insight—The power of branding to extend the philanthropic reputation of a storied commercial enterprise. MetLife’s social impact program, activities and story was both internally and externally mostly unknown.

The 4Cs Shift—We applied our 4Cs discipline to reimagine:

  1. Conversation: Introduce social responsibility and beneficent impact to a category not particularly associated with it.
  2. Clarity: Establish MetLife uniquely in the business of extending insurance focus to include being a force for social good.
  3. Currency: Drive exclusive attention to corporate performance with sustained social interest, in line with the current corporate and social climate.
  4. Culture: Generate employee awareness through a global launch campaign to attract interest and ask employees to share their social action stories.

The Results—MetLife committed $200 million over 5 years to financial inclusion programs in support of the new brand.

Brand Guidelines

MetLife brand guidelines, color palatte, image strategy

Social Impact Reports

MetLife social impact report layout with images, charts, subsections

We designed a template that can be adapted to the most pressing issues of the day.


MetLife banners and statistics

Global Campaign

MetLife cards in multiple languages

New campaign materials tell MetLife's story in many languages.

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“ Ideon is a powerhouse of ideas! Andrea, Chief Ideonista at Ideon, is a hands-on leader and equal participant in the entire ideation and creative process. Follow-through and service from her team is top notch. Highly recommended! ”
Nandika Madgavkar, SVP, MetLife