Health Insurance Services, Inc.
Transforming a Complex Benefit Specialist Into a High-Trust Digital Brand
Insurance (Retiree Healthcare, Pharmacy Cost & Stop-Loss Strategy)
Brand Guidelines
Brand Strategy
Branding
Design
Copywriting
Webflow
Content Strategy
Separating HIS From Generic Insurance Sameness
The rebrand and rebuild introduced a new color palette, typography, and brand voice, along with site architecture rebuilt around how brokers make decisions. It created clearer paths to gated resources and downloadable tools, messaging that separates HIS from generic insurance sameness, and a site built to scale as the specialty areas grow.
The Brand Hadn't Caught Up to the Work
Retiree healthcare, pharmacy cost, and stop-loss strategy are three of the most complicated categories in employee benefits, and HIS has spent decades building real expertise in all three. The brand just hadn't caught up to the work. So we gave it a new one.
HIS is independently owned and not tied to any single carrier, which means its edge comes entirely from knowledge, research, and advocacy. The problem was that the brand didn't say any of that. The old site read as generic, made it hard to tell the three specialty areas apart, and buried the resources brokers actually came looking for behind nested menus and unclear paths.
The risk wasn't just weak design. It was brokers mistaking a specialist for a generic carrier. And plan sponsors, who carry real fiduciary and reputational weight in these decisions, didn't get the clarity they needed to feel confident enough to act.
Capable and Direct
We built the new brand and site around a single idea: HIS earns trust by being capable and direct. That meant a tone that's calm and confident without ever slipping into stock insurance jargon.
On the brand side, that meant a refreshed color palette, typography, imagery, and voice built to read as mature and disciplined rather than "insurance-generic." On the site side, it meant restructuring the content so brokers, plan sponsors, and members each get what they need fast: the three specialty areas presented clearly and independently, without one overshadowing the others, and a simplified path to the tools and resources people actually request.
Real Value for Every Key Player
For HIS: A scalable visual foundation that proves complex benefit strategies can feel intuitive.
For Brokers: A streamlined partner platform that functions as a natural extension of their team.
For Plan Sponsors: Transparent, predictable messaging that builds immediate credibility.
