Empowering Employees with Choice

This company empowers employees of mid–large companies to take control over their benefits and design personalized plans that best meet their family’s needs through proprietary technology platform.

The company had experienced rapid growth and the brand identity had become disjointed. I led a team to conduct a thorough overhaul of the brand, from the top down, and from the inside out.

  • 127 Page Brand Guide
  • Conducted thorough brand assessment
  • Led strategic visioning workshops with stakeholders
  • Solidified the strategic foundation for the brand including the brand promise, positioning and other core statements
  • Enhanced the design of some existing elements of their identity system, then extended it by introducing several new elements to the system
  • Documented standards to govern and maintain the quality of the brand expressions