CGS Health is a startup disrupting the healthcare category. With a major expansion planned, 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 hassles that usually go with implementing a new health plan. On top of all that, they save their clients an average of 15-20% annually on premiums – a severe 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 primary audiences – employers, insurance brokers, and plan members. With each audience having its own needs and issues they are looking to solve, we knew it was critical to develop the right brand and messaging strategy.

CGS Health Logo


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.

C42D led an on-site value proposition workshop to inform and clarify 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 launched successfully, and you can view the site here.

They’re highly organized... everyone at C42D took the time to understand our business, resulting in accurate and impressive work.