My Work
John 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
