The Challenge
GEBA had a logo, but not a full brand. The ultimate goal was to build awareness and lead generation among federal employees. We first needed to create a more memorable identity that also made it easier to drive home the benefits they offer.
The Strategy
First, we updated the logo with a stronger font and a clearer patriotic symbol. The older logo was more corporate, more buttoned up. The new look commands attention by being a bit more friendly, bold and less formal. Next we created an overall corporate concept and one for each major business line: insurance products and wealth management. This gave us separate but consistent imagery that could be applied on the website, as well as in brochures, video, and ads.
The Results
The new brand was in place on the website and in ads and supporting materials for the annual Federal Open Enrollment period. While specifics cannot be shared, the campaign was well received. Web traffic, lead gen and enrollments increased significantly over the prior year.