An independent health insurance advisor, given a mark first and then a site built to book the consultation.
Matthew Grossman is the product. One advisor, five years in, several hundred families placed, competing for attention against carriers with national ad budgets and lead brokers who buy the same search terms. Without a mark of his own he looked like a contact form, and a contact form is not something anybody trusts with their family plan.
We drew the identity before we drew a single page, because everything downstream inherits it. From there the site is built around one action: book the consultation. A quote form that asks what kind of coverage rather than for a phone number, the carrier partners immediately after, four coverage paths, then Matthew himself, named and photographed, with the calendar embedded on the page instead of behind another click.
The sequence this project actually ran through.
What the business actually sells, who signs off, and the words they already use. The identity has to survive the phone call, not just the pitch.
Several directions explored, narrowed to one, then stress tested small: a favicon, a truck door, an email signature.
Palette, type scale, spacing and usage rules written down, so the brand holds when someone else applies it.
The identity taken straight into the thing that has to earn: the site, the deck, the vehicle, the packaging.
↓Scroll inside the window to read the whole page.
The proof band does the work an ad budget usually does. Families helped, states licensed, years in, average rating, followed by every state listed by name so nobody has to guess whether he can write in theirs.
One advisor, given a mark and a page that books the call.
Figures are MG Health's own, published on the site.
The site is running in production today, with the consultation calendar embedded on the page.
