Lifetime Rebrand
When I joined Lifetime, my boss said, “You’ll have the chance to rebuild the brand from the ground up.” And that’s exactly what we did. Over two years, we completely reimagined the Lifetime brand, from visuals and messaging to digital experience.
Client: Lifetime Financial Management
(during full-time employment as Senior Marketing Lead)
Overview
When I joined Lifetime, my boss said, “You’ll have the chance to rebuild the brand from the ground up.”
And that’s exactly what we did.
Over two years, our small but mighty marketing team completely reimagined the Lifetime Financial Management (Lifetime FM) brand, from visual identity to tone of voice, content, and digital presence.
The goal wasn’t just to modernise a brand. It was to change how people feel about finance.
We created a design and copy system that made financial wellbeing more human, approachable, and emotionally intelligent, removing the jargon, adding warmth, and making people actually want to engage with their money.
The rebrand included:
A new modular design system that flexed across B2B and B2C audiences.
Downloadable resources and guides for lead generation.
Fresh brand messaging and copy tone of voice, balancing expertise with empathy.
A new website, and a unified structure for multiple sub-brands (Lifetime Enhance, Lifetime Digital, Lifetime Professional).
My role
As Senior Marketing Lead, I:
Directed the brand redevelopment strategy alongside the Marketing Director and design team.
Developed the tone of voice framework, brand copy guidelines, and messaging hierarchy across all sub-brands.
Collaborated with design to build a modular visual system, adaptable templates, iconography, and colour palettes for multi-channel use.
Led the creation of downloadable lead-generation materials, from financial wellbeing guides to employer toolkits.
Managed cross-department rollout, ensuring the new identity felt unified across sales, advice, and HR channels.
Mentored the team through the creative process, fostering collaboration and brand ownership.
Objectives
Build a cohesive brand identity that reflects Lifetime’s mission to make financial wellbeing accessible to everyone.
Replace outdated visuals and corporate language with a tone that feels helpful, human, and hopeful.
Develop a modular design and messaging system that allows internal teams to create consistent, on-brand materials easily.
Generate leads through meaningful, high-value downloadable content and educational campaigns.
Impact
Successfully launched the new Lifetime FM website and unified sub-brands under a single, recognisable identity.
Achieved a significant increase in engagement on downloadable resources and B2B lead generation.
Established a clear, approachable tone of voice now used consistently across marketing, communications, and advice materials.
The rebrand positioned Lifetime as a trusted voice in financial wellbeing, balancing professionalism with authenticity.
Reflection
This project was more than a rebrand, it was a transformation in how we talk about money.
Financial wellbeing can be an intimidating topic, but we built a brand that invites people in rather than shutting them out.
It was the first time I truly saw how copy, design, and emotion can come together to change perception at scale.
From that first conversation (“you’ll rebuild the brand”) to seeing it live across every touchpoint, it felt like watching an idea become a living, breathing identity.
It’s the kind of work that reminded me why I love branding, not because it looks good, but because it means something.