Prudential had built one of the most trusted financial services companies in the world. But after 135 years of diversifying, and a recent financial crisis, Prudential needed be more than a bunch of disparate financial products.
They needed to solve very real problems for real people. Be they individuals, CEOs, or even government leaders. They needed to get into the business of taking on the world’s new set of financial challenges, big and small.
This was now a big company with a big purpose, and we needed something just as important to mark the moment. Something that would touch every person in America.
So for one day, we followed the sunrise all the way across the country. We set up over a hundred cameras, from one coast to the next, and captured this single moment that every one of us shares.
Prudential had spent the last 50 years talking exclusively Financial Advisors and CFOs, but to take on the challenges of regular Americans they needed to be able shed the suit. So we had the tall order of giving them a tone that the other 300 million of us could relate to, without alienating the financial professionals.
To do this we created a new voice and new visual language that could speak to the Captains of Industry and regular folks alike. Something that could equally hold up at boardroom table or the kitchen table.
Prudential does a LOT. Everything from annuities, to commercial real estate, to nationwide pension programs. And, as you can imagine, each of those 100+ business units had their own style guide and icon set.
To unite these disparate offerings, we worked with Hunter Gatherer to create a set of icons that would finally, after 135 years, bing the many parts of Prudential together in one system.