One hundred and fifty years of service in the crowded, fast-evolving insurance industry reflects a resilience worth celebrating. For its 150th anniversary, Pacific Life wanted to freshen up its branding in a way that honored the stability and trustworthiness for which it had become famous. The humpback whale, something of a mascot for the organization, took center stage in the visual identity of this anniversary branding campaign, projecting strength, magnitude and an innate desire to protect future generations.
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