YF Life is a pioneer of fintech-enhanced life insurance and investments. The new company is a member of publicly listed Yunfeng Financial Group Limited, whose major shareholders include Yunfeng Financial Holdings Limited owned by Mr Jack Ma (Yun) and Mr David Yu (Feng), and MassMutual International. The group aims to realise the future of smart insurance.

Stepworks helped YF Life evolve its brand during the period of organisational change. Stepworks developed a strategy and identity system to help everyone quickly identify YF Life and understand what it stands for.

Own the future

A key objective for the new brand was gaining acceptance among the incumbent team and existing customers. Stepworks crafted a combined Brand DNA and positioning phrase: Own the future. The powerful call-to-action conveys the potential opportunities for the team. It expresses the benefit smart insurance can bring YF Life customers.

The brand strategy guided YF Life’s expanded brand identity. Stepworks created a simple, flexible design language for YF Life’s sales brochures, interior design, signage, corporate gifts and stationery. YF Life’s supporting agencies applied the design language to its website, event collateral and motion graphics.

A brand brought to life

YF Life released print and outdoor advertising campaigns to announce the new brand. Mr Jack Ma, Mr David Yu, shareholders and the board of directors joined YF Life 2,000+ team to celebrate the brand’s officiation at a theatrical launch event at the HKCEC Grand Hall.

The enhanced brand helped establish YF Life as a compelling challenger in Hong Kong’s insurance market. And from the excitement the Stepworks team witnessed at the launch event, it’s clear that internal and external stakeholders are thrilled with the potential to own the future.

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