The NGL brand logo design photo of landscape.

National Guardian Life


National Guardian Life (NGL), a top provider of preneed funeral insurance came to Capsule with a 40+-year-old brand and big plans for their future. Focused on an intentional rebrand process guided by input from all of its various partners and audiences, Capsule began an intensive discovery and research journey that would explore, inform and validate the future brand.

The NGL brand logo design with emblem and NGL over a transparent background.


NGL needed to portray itself authentically within a complex ecosystem of internal employee audiences as well as partners, insurance agents and funeral homes. Capsule immersed itself in the industry, engaging with core NGL leadership and employees, agents, funeral directors, and preneed marketing and industry thought leaders to observe, listen and strategize. From journaling exercises, workshop sessions, online surveys, focus groups, site and trade show visits and in-depth interviews, we developed a comprehensive understanding of the brand and industry today, and a strategy for the future.

Building an updated brand that reflected the visioning and values identified by employees and partners was critical for success. To inform and validate these values were accurately reflected in design, Capsule conducted an Implicit Association Test with agents and consumers, a quantitative psychological tool that measures the strength of unconscious associations between the brand vision and logo designs.

The NGL brand logo design of guidelines for photography and typography.

logo and visual identity

Research led us to a final logo, and subsequent visual identity and messaging strategy that would most deeply resonate with its audiences and reflect the inviting, steadfast and innovative foundation of the organization.

The NGL brand logo design with four images of brochures and business cards.


"I had the pleasure of working with the Capsule team on a recent rebrand of our company. Right from the start they really dug into our company and industry to really understand where we were as a company and how we would best be positioned. Their process of determining our current state and future state really helped guide us to shape our current culture. They make the process fun by using imagery and wording to help shape the brand and their team was very helpful and engaged through the entire process. What could have been a very large and overwhelming process was made fun and engaging by the entire Capsule team!" — Jessica Grann, Chief of Staff and Vice President of Brand & Corporate Communications

THE Result

With a successful launch into what remains a bright future, NGL proudly displays its new brand in a way that both reflects the associations its core audiences hold and connects them to a more beneficial and modernized future of partnership.

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