BRAND REFRESH & REBOOT
Atlanta Life
Atlanta Life Insurance Company entered a pivotal moment of transformation under new ownership and in partnership with EquiTrust Life Insurance Company, a Magic Johnson Enterprises company. Like many legacy institutions, the organization faced a defining question: how to modernize its brand, narrative, and market presence while honoring more than a century of cultural significance. Atlanta Life engaged Seven Elements Group to help articulate a future-ready brand strategy capable of bridging history and momentum and supporting a high-visibility reintroduction to the market.
Through this work, Atlanta Life re-emerged as a modern financial services brand grounded in legacy, purpose, and relevance. The relaunch established a durable foundation for increased visibility, credibility, and growth — positioning Atlanta Life not only as a historic institution, but as a forward-looking participant in the future of financial services and Black wealth-building.
This work demonstrates our ability to carefully guide legacy institutions through strategic repositioning—balancing history, relevance, and future growth.
CAPABILITIES APPLIED
BRAND STRATEGY & POSITIONING
Defined a future-ready brand position that honored Atlanta Life’s historic legacy while establishing relevance in a modern financial services landscape.
NARRATIVE & BRAND ARCHITECTURE
Reframed the brand story, messaging system, and visual language to align leadership vision, stakeholder expectations, and market opportunity.
INTEGRATED LAUNCH STRATEGY
Orchestrated a high-visibility relaunch across digital, experiential, press, and owned channels to support credibility, momentum, and growth.
STAKEHOLDER & PARTNER ALIGNMENT
Supported executive leadership and cross-enterprise partners with consistent messaging and activation tools across launch moments.
DIGITAL EXPERIENCE & CONTENT
Led website refresh and supporting brand assets to ensure a cohesive, modern expression of the renewed brand.