Trusted when it matters most



Everlake is a US based insurance company specializing in life insurance and annuities. The company was established in 2021 through the purchase of Allstate Life Insurance Company that has been serving customers since 1957. With over 1.7 million policy holders and assets exceeding $25 billion, Everlake utilizes experience and financial strength to insure the most important asset we all have – our life.

What we did:


Brand positioning Brand platform


Visual identity Iconography Motion design UX/UI design Website


Copywriting Design templates Office templates


Front-end development Back-end development Prototyping Integration support

Standing out and blending in

As a carve out of Allstate’s life insurance and annuity offer, Everlake needed help to develop a completely new brand. We concluded it was vital to stand out from Allstate, while respecting the previous relationship customers and employees had with the company. This guided us as we developed a new brand including a new name, narrative, visual and verbal identity, website, and other communication collaterals.

There when life happens

Because of Everlake’s exceptional service, their longstanding heritage and solid backing we based the identity on a clear customer benefit: being there for customers through every twist and turn in life. In a business where dependability is an issue, this message was both clear and compelling. We named the new company “Everlake”, reflecting their ever-present nature and the calm of a placid lake. Blues and greens were brought in to express category belonging, paired with images of people living their lives to the fullest. This created a much more human approach that helped them stand out in the rather formal and dated life insurance category.

The future is set

From high level design, down to carefully selected messages, everything was set for a new and promising future for Everlake. And at launch in November 2021, the former life insurance branch of Allstate had not only become a company of its own. It had found a clear role in people’s lives. Being there when it matters most.

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