Corebridge Financial
Brand strategy and product marketing for Corebridge Financial, one of the largest and most established providers of life insurance and retirement solutions in the U.S., serving financial professionals and individuals (B2B and B2C).
2024
Financial products are often complex, so the strategy and creative were grounded in the mission to make retirement and life insurance as simple, approachable, and relatable as possible.
I partnered with creative and production to develop three unique brand videos exploring relatable analogies like learning a new subject, training a new pet, and renovating a kitchen—and extended those analogies to the product level to accurately reflect and communicate the unique benefits of each line of business.
2025
Our imperative for this year was to clearly explain who Corebridge is and what they offer while highlighting the power of Action is Everything.
We leveraged Corebridge's sponsorship with the PGA Tournament as a tentpole event to build brand recognition with high-impact media across channels. This helped to boost awareness among consumers, advisors, agents, and retirement plan sponsors.
Launched.
In 2024, Corebridge launched their biggest product to date—an innovative registered-index-linked-annuity (RILA) called MarketLock. Working closely with the client, we extended the brand analogies approach to the product level to highlight and explain the unique benefits of this exciting addition to their expansive annuities portfolio through a mix of video, paid media, website, OOH, and events.