MassMutual 175th Anniversary
Honoring 175 years of purpose with a story that connects past, present, and future
Honoring 175 years of purpose with a story that connects past, present, and future
As MassMutual approached its 175th anniversary, the company faced a rare opportunity: honor a powerful legacy while signaling continued momentum. 4040’s challenge was to create a commemorative identity system and launch film that felt proud, human, and future-facing without departing from the core brand. The work needed to inspire employees and advisors, resonate with partners and the public, and scale across everything from internal communications to national campaigns and large-scale events.
We designed a visual language that honors MassMutual’s legacy while celebrating the people and purpose behind it. The number 175 became a living storytelling device, surrounded by radiant, firework-inspired graphics that express pride, momentum, and shared achievement. By weaving together heritage imagery and present-day voices, the system creates an emotional bridge between past and future, designed to inspire employees and advisors and turn the anniversary into a moment of collective recognition and renewed possibility.
Our work began with deep immersion into the brand’s history, purpose, and existing visual system. We explored multiple identity directions and developed several visual system concepts, refining them through collaborative reviews. The process included:
• Identity exploration and refinement
• Visual language development across color, typography, composition, and motion
• Creative direction and production oversight for the anniversary launch film and sizzle
- 175th Anniversary Brand Strategy
- Identity Concept Development
- Visual Language Design
- Motion Principles
- Launch Film Creative Direction
- Sizzle Reel Development
- Production Oversight
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