CGS Health
CGS Health set out to transform how businesses and members engage with self-funded health plans. With rapid growth ahead, the company needed a full brand launch that could support expansion, clearly communicate value and resonate across multiple audiences.
Our work began with deep discovery, uncovering insights around audience motivations, millennial engagement and competitive whitespace. We facilitated an on-site value proposition workshop to align internal stakeholders and clarify strategic priorities. From this process, we developed a new name, CGS Health, and a brand strategy rooted in transparency, ease and cost savings.
With the positioning defined, we moved into design and execution. We created website wireframes tailored to distinct customer journeys, supported by clear calls to action and modular content designed for speed and iteration. Messaging frameworks were developed to speak directly to employers, brokers and plan members, balancing simplicity with credibility in a complex category.
We also delivered a comprehensive brand toolkit including identity guidelines, iconography, a curated photography library and presentation templates. The result was a brand experience that felt approachable and intuitive while remaining enterprise-ready, supporting CGS Health’s ambition to become a leading administrator for self-funded health plans.
Launching a new brand for a healthcare disruptor
Building clarity, confidence, and connection for a fast-moving startupCGS Health set out to transform how businesses and members engage with self-funded health plans. With rapid growth ahead, the company needed a full brand launch that could support expansion, clearly communicate value and resonate across multiple audiences.
Our work began with deep discovery, uncovering insights around audience motivations, millennial engagement and competitive whitespace. We facilitated an on-site value proposition workshop to align internal stakeholders and clarify strategic priorities. From this process, we developed a new name, CGS Health, and a brand strategy rooted in transparency, ease and cost savings.
With the positioning defined, we moved into design and execution. We created website wireframes tailored to distinct customer journeys, supported by clear calls to action and modular content designed for speed and iteration. Messaging frameworks were developed to speak directly to employers, brokers and plan members, balancing simplicity with credibility in a complex category.
We also delivered a comprehensive brand toolkit including identity guidelines, iconography, a curated photography library and presentation templates. The result was a brand experience that felt approachable and intuitive while remaining enterprise-ready, supporting CGS Health’s ambition to become a leading administrator for self-funded health plans.
TEAM
C42D, New York
C42D, New York
CAPABILITIES
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Brand strategy and positioning
- Naming and brand architecture
- Narrative and messaging systems
- Digital platform and website design
- Content systems and modular frameworks
- Brand identity and guidelines
- Stakeholder alignment and workshops