—BENEFIT WHIZ
A Symbolic Solution for Selling Software
While working at a health insurance company, Teresa, Don and Vineeth had the idea to create an online platform to help insurance brokers track, reconcile and process their commissions. They reached out for help with a brand that could present their complex technology in an easy-to-understand way and work across a range of digital products.
01
BRAND STORY
The ‘whiz’ in their name is suggestive of wisdom and intelligence. The owl—a well-known symbol for wisdom and strategy—is said to have sat on the blind side of the goddess Athena so she could see the whole truth. An owls ability to see what other’s can’t make it a meaningful symbol for a technology platform that helps identify blind spots.
02
THE LOGO
Knowing the app needed to live on digital platforms, we crafted a unique monogram that could be used as a standalone app icon and be instantly recognizable as an owl.
03
DESIGN ELEMENTS
Line Icons that match the weight and style of our logoicon will be used in the app. To bring the brand story to life, the word for owl in different languages and species will be used to name and sub-brand our individual products and software versions.
Purple combines the stability of blue and the energy of red to create a unique and vibrant color. It is also a color commonly associated with wisdom and knowledge. A set of blue hues and modern accent colors round out the palette to create a color story that feels friendly, innovative and approachable. A subtle gradient creates a sense of dynamism, energy and suggests ease and fluidity of our technology and services.
The curvatures and weight of the typeface mirrors the linework of the logoicon. The rounded display text ‘Modulus’ is modern, approachable and fluid to create a sense of ease and simplicity. For body copy, ‘Brandon Grotesque’ is humanist and easy to read.
04
BRAND VOICE
The messaging would play on the “whiz” in our name to create our playful, easy, youthful personality that would stand out in a sterile, traditional industry.
05
BRAND ACTIVATION
Building on those bold, easy and approachable headlines, we brought the brand to life across tradeshow materials, collateral and apparel.
“We started a new company and were completely lost when it came to creating our logo and building our brand. We contacted Ashley and she blew us away with her process and what she same up with. She listened with curiosity, compassion and intent and asked us probing questions to really understand who we are as a company. She took that information and created a brand identity that truly represented Benefit Whiz. Seeing Benefit Whiz come to life was amazing and that was all due to Ashley!”
—BENEFIT WHIZ TEAM