MetLife, the largest life insurance company in the United States with a history of over 100 years, is a global enterprise with around 100 million customers in over 50 countries worldwide. As the world evolves, MetLife recognized the need to establish a new brand strategy and deliver insurance products and services at customer touchpoints with clear, easily understandable, and modern messaging. This realization led to the creation of the brand philosophy 'Clearly human,' aiming to capture the hearts of customers in their communities.

BrandSmith joined the project to develop a communication strategy that aligns MetLife's transformed brand with global standards while being tailored to resonate with the Korean market.

The process of reinterpreting a single message from a global company to suit the cultural and local standards of Korea required thoughtful consideration. Through a year-long communication effort, BrandSmith successfully repositioned MetLife's brand, restructuring all areas of customer engagement, including promotional materials and online platforms, with meticulous attention to detail and alignment with the new brand philosophy.