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.
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.