Lincoln Financial

Lincoln Financial Start Asking

You know how the financial world can be a total maze? All these 401(k)s, IRAs, and investments lingo makes folks feel like they're drowning in alphabet soup. With this project the goal was to cut through the confusion. A brand campaign that talks to people like they're chilling with a buddy at the local coffee joint. We threw out the jargon rulebook and answered all those questions folks might think are too "dumb" to ask. The goal was to make everyone, from finance gurus to first-timers, feel at home in the financial scene. The visuals? ditching the stuffy financial vibes for something fresh and relatable. Think of it as Lincoln Financial’s way of saying, "Hey, we get it. Let's navigate this money stuff together, no fancy talk required."

Photography and Style Exploration

Graphic. Simple. Breakthough. The look and feel of the campaign draws from a colorful and playful color palette. Simplified and vibrant icons and bubbles draw the eye while separating the brand from the category. Illustrations are compromised of various colors leading with the maroon. San Serif type “Roboto” is inspired by a digital look and feel, applying it into other mediums modernizes the brand and unifies the visual language in across the brand.