The MetLife brand localization program was born from a simple problem: how do you translate a newly established brand at the global center (in the US), to businesses and customers across geographies, all with unique and distinct cultural reference points? Over a period of three years, we embarked on a journey to uncover the nuances and characteristics of audiences in Japan, Mexico, Korea, China, and the US (twice) – adapting the brand to connect with customers in their countries, and on a deeper level.