Triada Health

Challenge

Triada is a disruptive brand in the supplemental group insurance space. The company offers a unique group GAP insurance product with a built-in wellness program, among other policies. Given the large barriers of entry in this field, Triada needed a brand that would set it apart from the competition.

Research was conducted on existing clients, policyholders and brokers to establish the “X-Factors” that Triada brand would focus on to establish itself in the marketplace. We discovered that the major pain point among both policyholders and clients was that they found insurance to be difficult to use and strongly disliked the confusing language and automated answering systems many larger carriers utilized.

Methodology

Using what we learned from our field survey, we decided to make “Convenience” the brand’s primary “X-Factor.” A soft, rounded sans font was chosen for the logo and primary type (Filson Soft) in order to make the brand more approachable and friendly.

Ownership wanted to feature a dove in the logo to represent the holy trinity (Triada means “trinity” in Greek). I felt the most appropriate use here was to incorporate the dove into a “T” symbol since they have similar shapes.

Language for the collateral and website was kept at a 6th-grade reading level - a stark contrast to industry competitors. Regulatory language and disclaimers were simplified as much as possible in every application.

Operational policies were established to ensure that the company adhered to the mantra of “easy, fast, convenient.” For example, ownership agreed to expand their call center rather than employ automated answering so that policy holders would be able to speak to a human representative every time they called.

Additionally, we chose to feature cartoons - rather than photography - on the website and customer-facing collateral