CGS Health
CGS Health set out to transform how businesses and members engage with their health plans. With major growth on the horizon, the company needed a full brand relaunch that could support its expansion, clearly communicate its value, and resonate across multiple audiences.
We partnered with CGS Health to reposition the brand from the ground up. The challenge was twofold: create a name and identity that felt simple and human in a highly complex category, and develop a messaging platform that could speak directly to employers, brokers, and plan members—each with their own goals, frustrations, and decision triggers.
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 their health plans. With major growth on the horizon, the company needed a full brand relaunch that could support its expansion, clearly communicate its value, and resonate across multiple audiences.
We partnered with CGS Health to reposition the brand from the ground up. The challenge was twofold: create a name and identity that felt simple and human in a highly complex category, and develop a messaging platform that could speak directly to employers, brokers, and plan members—each with their own goals, frustrations, and decision triggers.
Our discovery process revealed key insights around audience motivations, millennial engagement, and competitive whitespace. We facilitated an on-site value proposition workshop to refine the company’s positioning and align internal stakeholders. From there, we developed a new name—CGS Health—and built a brand strategy rooted in transparency, ease, and cost-savings.
With the messaging in place, we moved into design and execution. This included website wireframes tailored to specific customer journeys, clear CTAs, and modular content designed for fast iteration. We also delivered a full brand toolkit, including identity guidelines, iconography, a curated photography library, and presentation templates.
The result was a brand experience that felt approachable and intuitive, yet trustworthy and enterprise-ready—supporting CGS Health’s mission to become the premier administrator for self-funded health plans.
With the messaging in place, we moved into design and execution. This included website wireframes tailored to specific customer journeys, clear CTAs, and modular content designed for fast iteration. We also delivered a full brand toolkit, including identity guidelines, iconography, a curated photography library, and presentation templates.
The result was a brand experience that felt approachable and intuitive, yet trustworthy and enterprise-ready—supporting CGS Health’s mission to become the premier administrator for self-funded health plans.
TEAM
C42D
C42D
SCOPE
Brand strategy
Naming
Messaging architecture
UX/UI design
Website development
Identity system
Multi-audience positioning
Brand strategy
Naming
Messaging architecture
UX/UI design
Website development
Identity system
Multi-audience positioning