Lincoln Financial

A storied brand turning confidently to the future

Role: design partner, creative lead

Scope: brand positioning, identity evolution, visual system, brand voice, guidelines, activation

Lincoln Financial partnered with Lippincott to evolve a brand rooted in more than a century of heritage while positioning the company for future growth. The challenge was to preserve the equity of the iconic Abraham Lincoln symbol while creating a more contemporary, cohesive brand that could connect with modern audiences across products, channels, and experiences.

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Approach

Directed a multidisciplinary design team in partnership with strategy to evolve the Lincoln Financial identity and develop a forward-looking brand system centered on optimism, clarity, and human connection.

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Outcome

The refreshed brand honors Lincoln Financial’s heritage while expressing a more modern, customer-focused vision. The new identity and tagline “Your tomorrow. Our priority.” launched across marketing, digital platforms, and major brand moments including Lincoln Financial Field.

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Recognition

Transform Awards North America 2025
Silver, Best Visual Identity (Financial Services)
Silver, Best Brand Evolution (Corporate)