Elevating TIP’s Brand Beyond Insurance

TIP is a wholesale executive benefits advisory firm that partners with brokers nationwide by identifying gaps in coverage, designing innovative plans, and providing end-to-end administrative support.  

Despite its growth and expertise in executive compensation benefits, TIP’s previous identity as The Insurance Partners no longer conveyed the depth and sophistication of its services. To represent its broader vision, TIP reached out to Crux in search of a full rebrand that would better communicate its values, expertise and commitment to clients’ success.

Through a collaborative process, Crux developed a modern brand identity that emphasized TIP’s dedication to trust, innovative solutions, and people-centered services. 

• Name Selection and Brand Messaging: After in-depth discussions, the team chose the name “TIP,” symbolizing the company’s foundational pillars: trust, innovation, and people. TIP’s new brand narrative focuses on how the firm supports its clients by offering unique and future-minded benefit solutions. 

• Visual Identity: Crux crafted a fresh logo, an updated color palette, modern typography and new iconography to create a cohesive, professional look. The design further reflects and cements its commitment to growth, stability and innovation. 

• Comprehensive Rollout Strategy: Every aspect of TIP’s communications was updated, from social media banners and website copy to collateral and business cards. By working closely with TIP’s internal team, Crux ensured the rebrand was consistent, well-received and effectively communicated across all channels. This included developing an FAQ, internal announcements, client-facing letters and a brand anthem video. 

• Brand and Messaging Development
• Brand Identity & Employer Branding
• Graphic Design
• Web Design & Development 
• SEO & Organic Content Strategies
• Social Media Strategy & Management
• Email Marketing
• Performance Analytics & Conversion Optimization

The rebrand has had an overwhelmingly positive impact on TIP and its stakeholders: 

• Improved Client Perception: The new brand identity resonated deeply with clients and partners, positioning TIP as a sophisticated and innovative advisory leader. 

• Enhanced Employee Engagement: TIP’s team embraced the refreshed brand with enthusiasm, reinforcing their connection to the company’s mission and values. 

• Seamless Transition: The new website launch and rebranding rollout went smoothly with no disruptions in service, allowing TIP to confidently move forward. 

TIP’s rebrand captured the company’s transformation and positioned them for a brighter future, reflecting their unwavering commitment to their clients and their industry leadership.