LIFELY BY PRUDENTIaL

As Prudential’s traditional core audience ages out of their products and services, the company realized that they needed to reinvent even their most established offerings. The millennial audience in particular is now a key target for all financial services companies, and the broader category is being continuously disrupted by fintech startups. So Prudential developed a new life insurance offering that targets this digitally-native audience.

They had a great product idea, but nothing else. So Six+One started with considerable research, both within Prudential and among consumers, to understand why this offering was not only exciting, but essential to a young family. Coming out of this, we developed a brand name that would resonate with our audience and feel more modern than the perception of the parent company. We branded it “Lifely”, and then we were off to the races.

Client: Prudential

Category: Branding/Film

Agency: Six Plus One

Art Direction: Emma Wood, Rafael Valente, Josh Bull

Copy: Myself