Our Work | Allegiant Care
After broadening their service area from a regional to national presence, the Northern New England Benefit Trust wanted to introduce a fresh brand and messaging platform to better communicate what they do, who they serve and why they should be the health benefits provider to prospective members.
After an initial team kick-off meeting, we conducted executive interviews and four stakeholder focus groups. This research gave us a clear understanding of how the company operates, its key attributes and its most valued customer benefits.
We set out to leverage the company’s historical affiliation with unions to create differentiation within the marketplace and establish trust and openness between the company and consumers. A revised brand architecture was also designed to establish a strong master brand model that would support expansion and diversification of services.
EVR created a fresh, modernized identity package, including a new name, Allegiant Care, logo and messaging. The revised look and feel was distinctly patriotic, including prominent shades of red and blue. From there, a new website and revamped collateral materials were developed to introduce the new brand to the market.
In year one of rebrand launch …
increase in organic website traffic
increase in website visitors