SITUATION

Founded by Alonzo Herndon, a formerly enslaved man, Atlanta Life Insurance Company is the only surviving Black owned, Black-founded life insurance company born of the Golden era of Black business at the turn of the 20th century. In 2023, Atlanta Life was re-emerging under new ownership and in partnership with Equitrust Life Insurance Company, a Magic Johnson Enterprises company, and was seeking to regain its prominence, honoring its rich history and legacy. 

OUR ROLE & ACTION

Our 7E team developed a repositioning strategy and new visual brand system to support the brand's relaunch. We managed all messaging across all platforms (digital, press, experiential) to ensure a high-caliber brand presence, grow awareness and build affinity amongst key stakeholders. We also facilitated the digital and social media relaunch and helped manage the company’s celebrity press event to announce its reintroduction to the world.

RESULTS

We reframed the brand’s narrative in a deeply meaningful way and helped relaunch the brand to build a more modernized and relevant connection to the Black community, the financial services community, and other key stakeholders. The successful execution of a very high-profile launch event, website refresh, press release, and new brand system was met with resounding applause from the community and laid a strong foundation for the increased credibility and business growth Atlanta Life enjoys today.