Breathing new life into insurance

Acquisition offers opportunity for a new start

YF Life is a fintech-driven life insurance firm. YF Life is part of the Yunfeng Financial Group, founded and chaired by Jack Ma of Alibaba Group, the world’s largest retailer and e-commerce company.

Yunfeng Financial Group acquired MassMutual Asia, the APAC branch of global insurance firm MassMutual, to build their bold vision for insurance and investing. Introducing their tech-focused offering to customers, the public, and the original team required an approach that would make the change a promising, exciting opportunity for everyone.

For the transition from MMA to YF Life, Stepworks engineered a strategy and identity system to align their offering with multiple audiences.

Founder and chairman of the Yunfeng Financial Group Jack Ma attended YF Life’s brand launch event as one of its key officiators

Value created

Reassured stakeholders – YF Life’s motivational positioning phrase, Own the future, helped multiple audiences get behind the change in business direction and embrace the unknown with confidence.

Manageable simplicity – YF Life’s logo inspired a simple, flexible identity system, which was quickly applied to YF Life’s materials within the short transition period.

Promising positioning – The new brand accurately reflected the daring ambitions of the firm, differentiating their offering in a parity market.

YF Life’s positioning phrase conveys many positive attributes – independence, resilience, opportunity – that makes sense to multiple audiences
YF Life’s design language reflects its enthusiastic positioning phrase
The rising triangle graphics convey progress and optimism
The new brand quickly and easily translated to YF Life’s numerous communication touchpoints
Supporting graphics of stylised objects were created from a pattern of triangles, making YF Life’s design language more recognisable

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