Bene-Fit

Challenge

Bene-Fit is a company operating in the supplemental insurance space. They offer a unique product with a built-in wellness program to help fund policies like life insurance, short-term disability insurance and more.

Formerly known as Cypress Associates, Bene-Fit required a total rebrand to prepare for a national launch. In addition to a logo, collateral and a website, they needed an aesthetic that would translate to a NASCAR that the company was sponsoring at the time.

Methodology

Company leadership chose the name Bene-Fit due to the play on the words “benefits” and “fitness.” From there we proceeded with logo design using Cypress’ blue and green color palette. Orange and purple were added as accent colors.

I created the chunky “b” logo to appear playful and fun. The leaf was included as a callback to the original Cypress Associates logo (which featured leaves).

Legally, Bene-Fit was structured as three different companies - an overall insurance company, a wellness company and a claims administration company. We had to make it clear that these were separate but related companies. So a branding system was created using these colors to denote the different components of Bene-Fit.

Photography was selected for vibrance and life. We chose photos that featured young, healthy individuals in nature or exercising. The goal was to capture the youth and the vibrance of the company, and to create a positive environment for customers to engage with wellness. We avoided traditional medical or office-based photography wherever possible.

For the branding on the race car - we decided to go with purple. There were no other purple NASCAR cars at the time, so we thought it would be best to use a tertiary brand color to set ourselves apart. The result was a lot of visual interest and a heavy increase in web traffic during the races where the car appeared on-camera.