Campaign Concept

CLIENT

New York Life

project

New York Life × Little League: Financial Education Campaign Concept

brief

Develop a design-driven financial education initiative for young families that positions New York Life as a trusted partner in planning for their children’s financial future. The challenge was to translate New York Life’s evolved brand identity into an optimistic, engaging experience that connects financial guidance with the world of youth sports.

Approach

I explored how New York Life could build a more meaningful connection with young families by tapping into a shared passion and an important part of family life: youth sports. Baseball became the foundation for a proposed Little League partnership, creating a natural and optimistic platform for introducing financial education in a familiar environment.

From this, Game Plan emerged as the central concept—reframing financial planning through the language of preparation, teamwork, coaching, and long-term goals. The concept was extended across social, film, live experiences, and digital tools, applying New York Life’s evolved visual identity to create a cohesive brand experience designed to make financial planning feel more approachable, achievable, and empowering.