Digital design and motion graphics for Guardian Life Insurance.
As a Digital Designer on Guardian Life's Creative Services team, I led the creation of social media content across LinkedIn, Facebook, and Instagram during a six-month contract. Guardian is a legacy brand in a category — financial services — that doesn't naturally invite scrolling. The challenge was making complex benefit offerings feel clear, relevant, and human in a fast-moving feed environment.
I built out a Figma component library of templates covering multiple sizes and layouts, giving the team a scalable system they could carry forward. Within the contract period, I produced over 50 static graphics, 10 videos, and 5 multi-slide carousels — deliberately expanding the content mix to include more motion and sequential formats, which tend to earn stronger engagement than static posts alone.
Guardian's LinkedIn engagement rate had been sitting at 3% — already above the financial services industry average — when I joined in December 2023. By April 2024, it reached an average of 6–8%, a meaningful increase that coincided with the shift toward carousel and video content I introduced during the contract.
Guardian MarketPerform™
In April 2024, Guardian launched their new registered index-linked annuity (RILA) product called Guardian MarketPerform™. In anticipation of the launch, the creative team was tasked to pitch a series of 4 explainer videos for social media to inform their audience (45-55 years old) about the benefits of RILA as a diverse asset for their retirement portfolio.
Working closely with a copywriter, we storyboarded 5 videos to explain and simplify the benefits in under 15 seconds, using bright colors from the brand’s color palette to entice folks to learn more about MarketPerform™ on Guardian’s website.
The campaign was a success, and two of the videos were the top performing posts on Guardian’s LinkedIn, with an engagement rate of 5.85%, outranking the annual report post which landed at a respectable 5.75%.