Logo and brand highlight market leadership and key points of difference

Corporate Synergies, headquartered in Mount Laurel, NJ, is a leader in helping companies design, build and manage healthcare benefit programs. Booth Bay Creative was approached in 2010 to build a brand identity that reflected their client-centric focus, market leadership and well-defined points of difference.

How We Got Here
Corporate Synergies redoubled its commitment to marketing and branding during a period of instability in the corporate sector, especially in the benefits market. Working with an existing mission statement and value proposition, we brought the many disparate components of their marketing communications programs under a simple, yet compelling brand.

Corporate Synergies Brand Message
To solidify their leadership in the healthcare benefits arena, we developed the brand around the firm’s key differentiators:

• Innovative – Corporate Synergies’ employees are committed to finding new and creative ways to exceed client expectations.
• Analytical – Working in teams, employees bring their best thinking to meeting clients’ challenges.
• Proactive – The Corporate Synergies’ team is committed to going “above and beyond” the call of duty to meet client needs.
• Persistent – Corporate Synergies goes to battle for their clients – constantly negotiating terms with carriers and finding the best value.
• Passionate – Each and every member of the Corporate Synergiesteam is committed to “being the best” at what they do.
• Experienced – Corporate Synergies brings a wealth of knowledge and resources to clients.

Brand Implementation

We implemented the Corporate Synergies brand with a variety of print and electronic media.

Corporate Logo
The new logo and brand identity reinforces Corporate Synergies’ six messages in a visually compelling way. The centerpiece of the logo is the “Cubes of Synergy” icon – with each cube representing a Corporate Synergies differentiator. An updated typeface and a new tagline – “Dedicated Advocates. Benefiting You.” – complete the logo.

Corporate Identity and Style Manual
The color palette, font library, type treatment and graphics were developed to reflect the firm’s leadership and points of difference and were incorporated into all communications from online to stationery. A detailed style manual ensures long-term compliance and consistency of the brand standard.

Collateral
The Cubes of Synergy dominate the cover of brochures and product sheets. A color palette of dark and light jewel tones and stylized photographs exude professionalism and approachability. Budgetary constraints afforded us the opportunity to leverage stock photography for all brand materials. Online campaigns mirror that of the printed brand.

Website
The redesigned website is refreshing, professional and easy to read. The concise content speaks clearly to the value the firm brings to clients and how those values benefit each client. Collectively, the design, copy and headlines underscore how Corporate Synergies help clients make smart and thoughtful benefit choices.

Lead Generation
A key business driver has been a unique approach to lead generation and appointment setting that Booth Bay Creative has developed for Corporate Synergies. To ensure brand continuity, design elements of the new brand continue to populate each and every package created for the program.

Results

In a crowded space, Corporate Synergies now has a unique and professional brand that clearly defines and separates the company from its many competitors. The brand now accurately demonstrates their key differentiators in a unique and forward thinking manner.