Daniel H. Cook is a national leader in third party administration of self funded insurance benefits. Services include planning, design and administration of benefits packages with a focus on public union funds.  With over 1B in benefits processed annually, DH Cook was in need of a brand that represented and honored their industry leadership.

Challenge:

The DH Cook site was suffering from years of infrequent updates, with no clear positioning and minimal content. It was clear that the best approach was to start from a clean slate and apply our proprietary process to the situation at hand.  The website had to be re-thought to clearly communicate their marketing strategy, but also be functional as well – with over 1B in funds being processed annually through their customer portal, there was no margin for error.

logo design

Solution:

We began our discovery phase by interviewing senior management to unearth insights around key messages, competition, vision, mission and company values. We also learned their competitive advantage around service and technology were a key differentiator. We wrote a creative & strategy brief outlining objectives, target audience, values to communicate, key benefits and positioning. We then developed mood boards to articulate this strategy. The identity design is constructed of two distinct parts, a hexagon to represent balance and the letter D.

Shifting to the website, first wireframes were developed and refined to guide users to their destinations. We sourced imagery to speak to the blue collar target audience while also feeling human and approachable. With no content to work with, we wrote the copy from the ground up and coordinated a photo shoot to capture the personalities of top management.

Results:

Following the relaunch of its brand presence and website, DH Cook saw an increase in traffic and heightened awareness in the category. Feedback from clients and prospects has been extremely positive.

You can view the site here.