Brand Activation Look Book

CLIENT

New York Life

project

Brand Look Book

brief

Translate New York Life’s new brand strategy and visual identity into a practical Look Book that brings its “More powerful, together” brand promise to life. The guide needed to establish a clear visual and verbal framework for creative partners, marketing teams, and channel owners, demonstrating how the newly evolved brand could flex across audiences, channels, and applications.

Approach

As Creative Design Director, I led the agency team at Stranger Creative in developing the Look Book, translating New York Life’s new brand strategy and visual identity into an actionable creative system. The Look Book brought together imagery, color, typography, layouts, messaging, and channel-specific examples to demonstrate how the new brand could come to life across marketing channels and applications.

Designed as both a reference and activation tool, the Look Book established a flexible foundation for consistent brand expression while giving creative teams the guidance to adapt the identity meaningfully across different audiences and channels.