Full Circle Health & Wealth Brand
Challenge
Launch two businesses that functioned independently but were connected under one unified brand that represents their differentiating values and separates them from the competition
Audience
Adults who need insurance solutions and financial planning
Solution
Uncover who the brand is together and independently; design a visual identity and touchpoints that support that strategy and gave the new business credibility
What I did
Corporate Mission and Values Definitions
Communication Style
Identity Design
Website
Brand Collateral
Brand Guidelines
Brand Photography
Brand Strategy
Mission
Our full circle approach guides our clients through life's financial and health insurance journey.
Values
Brand Archetype – The Caregiver
Full Circle revolves around serving their clients and going the extra mile every chance they can. The caregiver's goal is to care for, protect and help others. Their philosophy is to be selfless, compassionate, and assist people at every opportunity.
“When Full Circle was founded, we set out to separate ourselves from other Financial Services and Insurance firms. Melissa Katz was instrumental in that process. She took a lot of time and effort to really get to know us and our values. She then took her expertise, keen eye, and care and formed our brand.”
Chelsea Jennings, Co-Founder
Identity Design
After conversations where I gathered information about audience, customer experience, and competition, I curated 3 mood boards with distinct styles. They immediately loved the third style that was energetic, fun, active, and friendly because it felt like them and didn't look like their competition.
Logo Process
Final Logos
The logo mark is minimal, bright, and bold, combining two colors intertwined in an infinity circle. Blue represents health and green for wealth. Chelsea and Chris are married and this symbol aligns with their partnership and their business name Full Circle. The gradient adds a sense of motion and continuous feeling over time. The lettering is bold, strong, but very friendly, with a green dot for the i, adding a sense of play and surprise. The logo lock can stand alone or Insurance Solutions or Financial Group can be added below to differentiate the two entities.
Logo Variations
Collateral
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Websites
How might we differentiate the health and wealth companies while having a consistent look and feel for a holistic company?
As the subject matter experts, the clients developed the language for the two sites and I advised with a specific eye towards expressing themselves as the caregiver persona.
We developed the website architecture, ensuring the structure was providing value and assisting the customers get the information they need and know how to take the next step.
Creating two distinct websites with a very similar look and feel allowed each entity to have a digital home while using consistent design elements.
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Photography
“Melissa's work made us stand out and shaped how we presented ourselves not only to our clients but also to our community.”
Chris Jennings, Co-Founder