Connecture Corporate Identity

As changes in the health insurance industry prompted a broadening of its mission, Connecture needed a new identity to match. Once focused on automating insurance sales for carriers, Connecture now serves carriers, brokers, state exchanges, and, soon, retailers, as an expert technology partner. The sale and servicing of health insurance is advancing, and Connecture is in the vanguard. GS created the tag line “Leading the Advance” to clearly communicate Connecture’s new market position, reinforcing it with a bold new brand aesthetic. Sophisticatedly simple, it combines plentiful white space with bold blocks of color, clean type, striking black-and-white photography, and line art graphics to illustrate key brand messages. GS retained Connecture’s existing logo, with a slight color tweak. Before beginning creative development, GS extensively researched health insurance automation industry practices, Connecture competitors, target audience perspectives, and Connecture’s own business strategy. This allowed us to create an identity that perfectly encapsulates Connecture’s broad market perspective and clear industry leadership.