CGS Health is a startup disrupting the healthcare category. With a major expansion planned in 2018, they partnered with C42D to help the brand connect with customers and drive new leads through a strategic relaunch of the brand and website.


CGS has flexible, custom plans for businesses with 50 or more employees — without any of the hassle that usually goes with implementing a new health plan. On top of all that, they save their clients an average of 15-20% annually on premiums – a serious advantage over the competition.

The executive team was focused and driven with a clear vision of where they wanted to go: To be the premier administrator for self-funded health plans. They also knew CGS must cater to three main audiences – employers, insurance brokers, and plan members. With each audience having it’s own needs and issues they are looking to solve, we knew it was critical to develop the right brand and messaging strategy.


An in-depth discovery unearthed key insights that informed our brand strategy, namely the motivations of each customer segment, the need to appeal to millennials, key competitive advantages, and details around the product offerings.

An on-site value proposition workshop added more clarity to the messaging strategy. With insights gathered, we now developed the findings and recommendations, creative brief, mood board, and tone of voice.  Next we collaborated with the client on naming and landed on CGS Health as the new company name.

Considering the user journey for each customer segment, we carefully mapped out the website wireframes and developed calls to action, employing an iterative process that improved with each successive version. Also created were brand identity guidelines, an icon library, stock photography library, and presentation templates.


The website and brand were launched in July 2018 and we are currently gathering metrics on the success of this project.  Check back soon for more results.

You can view the site here.