Brand Moodboard · Visual Identity Direction
US InsurTech · 2025
Plansight is a US technology platform streamlining the RFP process for employee benefits brokers and carriers — operating at the intersection of high-stakes compliance and rapid product growth.
In markets where trust is currency, brand consistency isn't a design preference — it's a strategic imperative. Inconsistent visual language signals instability to the very stakeholders who demand reliability.
I identified a critical gap: Plansight's brand presence across touchpoints was fragmented. Tone varied wildly — friendly in some channels, overly formal in others. Logo usage, color application, and visual language lacked coherence.
The result was a brand that couldn't be immediately recognized. In a regulated market where carriers and brokers evaluate vendors on perceived credibility, this inconsistency was a tangible business risk.
"Although the executive team outlined a vision for a modern, strategic, and trusted brand — current execution was falling short."Brand Audit Finding · November 2025
Rather than treating this as a visual refresh, I led the rebrand as a strategic alignment exercise — translating Plansight's executive vision into a concrete, executable brand system.
The work began with a formal brand definition document: tone, voice, and color palette — presented to and approved by leadership on November 5, 2025.
The centerpiece of the rebrand was the Plansight Brand Space — a centralized internal hub I architected and implemented to house every brand asset the organization needs to operate consistently at scale.
In addition to leading the strategic rebrand, I operate as the executional creative on the ground — producing the full range of marketing collateral that keeps Plansight's brand presence active and consistent across every channel.
This dual role as both brand architect and graphic designer means the system I built gets stress-tested by the work I produce within it — closing the loop between governance and output.