Metlife Global Digital
Design Guidelines

MetLife came to R/GA after a major rebranding project. They loved the new brand work, but their teams — spread all across the globe — had little idea how to implement it for digital.

After lots of discussions with key stakeholders across the network, we created a set of guidelines that help make sense of the new brand, and allow designers from anywhere to design work for MetLife that is strategic, cohesive, and beautiful.

ROLE: 
Design Direction,
Art Direction, Design

AGENCY: 
R/GA

CLIENT: 
Metlife Global
 

MEDIA: 
Website
 

TEAM: 
Design Direction: Richard Smith
UX Direction: Josh Sanchez
Senior Design: Ben Pirotte, Guadalupe Gonzales

Guiding marketing professionals and other designers on how to implement the new brand required a two-pronged approach.
Not only did we need to make sure that the user understood all the “foundations” of the design system on an academic level (logo, fonts, colors, etc.), we wanted to make sure they could see actual examples of those theories in use.

In Foundations, we wanted to show, in the most detail possible, what the new MetLife brand was. We created an extensive set of brand guidelines — specifically crafted for digital design — that lived completely online.

After lots of interviews with many different stakeholders, we found a few sources of workstreams that were specific to certain markets. We then decided to design to each one of those flows, creating high-fidelity example designs for many different kinds of content.

In the end we designed hundreds of screens across many types of media — including digital advertising, emails, social content, web pages, apps, and more. The work also spanned across multiple languages, including languages outside of the Roman alphabet.

In Showcase, we wanted to not only tell, but show. We took multiple iterations of what types of design an end user might need to create, and actually made example designs for inspiration and guidance.