The Backstory
When we first met with the team at Surency, we were sure they were a great fit for us. We were sure we were a great fit for them. We weren't sure what they did (or how to pronounce the name of the company), but we were sure we would find out.
Surency provides flexible and straightforward reimbursement accounts and vision insurance options. They offer plans that are easy to use and easy to understand. Our task was to help them stand out from their competition and help position them to be an industry leader. We sure were excited to get started!
(For the record it's pronounced SURE-ensie.)
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Branding
Core Board Tagline Colors and ApproachLet’s start at the very beginning…who is Surency? Surency needed to determine what kind of company they were seeking to be. We presented brand surveys for the staff and employees and compiled the results to into a core brand board – the basis of all that would follow.
The name Surency was often mispronounced. Sir...sir-ency? With a rename and new logo off the table, how could we help people easily understand how to pronounce Surency? We came up with the tagline: It sure is easy. Not only does it help people pronounce the name, it also defines the process the client’s service process.
Before we start to create anything, we do a ton of research. We delve deep into who the client wants to be (via our brand survey results). We look at our client's competition. We seek elements in design and messaging that wow. And then we get to work.
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Website / SEO
Reimbursement accounts and insurance and all that kind of stuff can be confusing and even a little scary. We made sure to make the Surency site clean and extremely user-friendly and approachable.
Digital Ads
Digital advertising is key to promoting any business. We continue the company brand into these avenues as well with html 5 ads.
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Social Media
Surency wanted to communicate their flexible spending accounts and insurance products in a way that would be easy for the reader to understand. The page communicates in a welcoming tone and is responsive to customers’ questions.
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