Leading a re-brand and website re-design for mid-sized uninsured benefits company New Benefits was a challenging and rewarding experience, as we worked hand in hand with key company leaders to define a new people-centric personality and pushed forward with a new look & feel that celebrated the benefits' end users in a bright and friendly way.

My roles: Strategy & creative direction, content strategy, concepting, branding workshop creation/execution, messaging creation, brand guidelines/style guide creation, photography selection

After leading branding workshops and conducting primary research, we developed a new brand language that celebrated New Benefits' people-centric brand story.

Our new photographic language brought through our bright and personal voice.

After the re-brand, we took on a critical website re-design, finding ways to introduce our new point of view to our complex audience base.

The site architecture was simplified to create an easy-to-digest story and reinforce our personable new brand.

We followed by creating new brand assets: collateral, event materials, signage, and more, which helped us put big swaths of the new brand into the marketplace.