The Guardianlife.com redesign was a seismic shift for the brand. Dense, topically-driven navigation systems were replaced with interactions that mimicked the conversation between an insurance advisor and their client.

Content was translated, streamlined and simplified, while recommendations were customized to users' communicated needs. The art direction leveraged an illustrative approach, providing a warm and more personal feeling than the typical stock imagery driven sites of the category.

The final experience was refreshingly human, giving Guardian its own digital edge within a marketplace of robotic competitors.