Our goal was to reinvigorate Ladder's brand identity to deeply resonate with modern life insurance customers.

We knew first hand, the fear and uncertainty when purchasing life insurance. It didn't have to be this way. We wanted to empower people, and break from convention. So we built a brand that was: Straightforward, Smart, and Delightful.

We aimed to demystify life insurance by being Straightforward, providing clear direction and removing the unnecessary. Though young, we focused on being Smart – a brand that is current, that could speak my language, and offer something dynamic and personalized for me. And finally, we wanted to put people at ease by being Delightful – being witty, playful, and magically anticipating their needs.

Buying life insurance is a selfless act, which is why we felt our brand reflection should be Wholehearted. You are doing the right thing securing your families' future, and we want to celebrate that, by putting you at the center.