Keller Benefit Services—
By Erika Ritzer and Joe Walsh
May 15, 2017
DC-based Keller Benefits helps middle market organizations and their employees manage a range of challenges like rising benefits costs, the changing health care landscape, and the mounting administrative demands of compliance. Keller came to us to create a new website and more. Specifically, they wished to position themselves as a smarter alternative to larger, national benefit consultants, some lacking an arms-length distance (and independence) from insurance providers.
That led to the notion of “Choose Wisely” as a brand position and its double meaning as a tagline. At the core, Keller helps employers and employees make benefit choices with confidence. Moreover, the Keller service model makes the firm a smart alternative to other providers. These messages—two sides of the same important coin, we think—come to life in a differentiating new brand proposition and website.
The star of the show are the colorful, metaphorical images with headlines that represent choice. Example: lifting from Forrest Gump, one headline suggests that benefit plans and consultants are like a box of chocolates…you never quite know what you’re getting.
The new site (with new backend technology) showcases Keller services and thought leadership, while featuring their consultants on every page in sharp new photographs. With an update to their current logo and a repurposing of the digital creative to pitch books and sponsorship ads, Keller Benefit Services has a fresh new look to showcase why they are a wise choice. We certainly agree—we use them as our benefits consultants!