In 1980, Briggs Cochran started his own corporate benefits firm and called it Benefit Insurance Marketing. Essentially, he was brokering relationships between corporate insurance providers and businesses while managing the business’s needs in all things benefits. The business grew. New clients of varying sizes and needs. New offerings. New employees who loved working there so much they voted it the “Best Place to Work” in Kentucky through the Kentucky chamber for so many years in a row they lost count. And new names. In fact, Benefit Insurance Marketing was also known as BIM, BIM Group, Team BIM, and Team Bim. They had gone through so many rebrand processes that didn’t stick because they weren’t appropriate that no one knew what to call the company. That’s where we stepped in.
We streamlined the Bim Group naming to eliminate their acronym, which was roundly perceived as misleading or confusing. We moved them to the Bim Group because it was the name most people used, and its straightforward quality made it the clearest choice for the future. From there, we built a brand identity using an accessible, yet professional conversation motif as the main symbol. The colors are similarly balanced, and the language relies on friendly, simple headlines. In this way, their brand identity does exactly what their company accomplishes every day: clarifying complicated information with personality and care.
Role: Creative Director, Design Lead