Beam Benefits is a fast-growing startup in the employee benefits industry offering dental, vision, and life insurance. With it's unique combination of a smart, connected toothbrush, and digital-first user experience, there was an ideal opportunity to build a unique and memorable brand experience. As one of the earliest employees, I was able to work directly with the 3 co-founders helping to guide and direct the brand over ~7 years.
We built the initial brand in 2015 and after launching new insurance lines we got to the point where the brand needed to mature with the company. Here's how I lead the brand refresh.
1) Discovery: Conducted brand workshop, competitive audits, and stakeholder interviews with leadership
2) Design: Brand guidelines, product design direction, illustrative styles, photography styles, iconography, etc
3) Delivery: Web & product design direction, brand pillars, messaging & marketing strategy, and brand campaigns
After the brand refresh, we launched a broker referral campaign leading to $20M+ in pipeline generation
1) Core brand strategy built around Easy, Smart, Preventive brand pillars. Tech-first, data-driven, and health focused concepts at the core of everything we did.
2) Established brand as innovative & aspirational against insurance competitors who focused on decades of experience and older demographics.
3) Utilize more rich media to draw in users and allow them to connect with the brand more easily
Helped drive <100% YoY revenue growth, four straight years
21.1% YoY increase in social engagement
All-time high brand affinity scores from broker partners
