Legal & General America

Brand Toolkit

Legal & General America (LGA) is a top US life insurer that is owned by UK parent company, Legal & General Group (L&G). Although L&G is a very well-known brand, LGA struggles with brand awareness in the US.

I developed and designed a brand toolkit for LGA, which includes guidance on font, color, company name, and design principles. The purpose of the brand guidelines is to provide a clear understanding of the Legal & General America brand. This document tells an abridged story about LGA’s brand and clarifies its complicated relationship with its subsidiary companies. It’s intended as a tool for employees and parents to ensure consistent standards for LGA’s visual identity.

The tone of voice style guide is a helpful resource for copywriters and content managers. The goal of this document is to ensure all copy is cohesive and unified in both the way it’s written and how it’s written.

In my role as Brand & Experience Manager, I led our creative teams — both internal and external — and we use this document as our guiding light for everything we create.