John Hancock LTC

My Work

The Joseph’s Gourmet Pasta StoryJohn Hancock Long Term Care:

Positioning, collateral and brand guidelines

No one wants to think about being old and sick. That’s why no one wants to think about needing long term care insurance. So we decided to position the product as “independence” insurance. And we created a voice of the product that belonged to it, yet aligned with the overall John Hancock brand.

Client: John Hancock

Design: Hill, Holliday

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