Grouper Brand Identity
My roles: creative direction, art direction, identity design, logo design, brand strategy, research | Team: writer, research recruiter
Brand Idea
Grouper is a radically beneficial new form of healthcare. You get covered by your health plan for having fun with friends. It’s a simple, yet novel idea, which we encapsulated in a short, familiar, inverted phrase—Benefits With Friends.
Logo
The Grouper logo embodies the most fundamental signal of wellness and social connection—the smile. I created a simple and unique take on what’s known as the bar, chin, jaw, or stem of the capital G, that’s warm, welcoming, and friendly. While the smile is the initial inspiration for the G, a grin is a better descriptor for the gesture. While smiles can be faked, grins are often involuntary reactions to pleasant circumstances. Something you just can’t help doing.
Visual System
The Grouper graphic system I created is a modern take on the original community building tool—the bulletin board. The system is flexible enough to work across a variety of different sized compositions and allows for diversity in layout and content while maintaining a unique and consistent brand look and feel.
Color
Inspired by garnishes you might find on a refreshing drink, Grouper’s colors are as vibrant, bright, and colorful as the communities they serve. I wanted the palette to be mostly warm to help them differentiate from both traditional healthcare brands as well as social media brands.
Internal Motto
Beyond the traditional mission, vision, and values we created for the brand, I came up with an internal motto for the company that speaks to two big things about the brand—the ongoing work that the company must do to support connection amongst older adults on a day to day basis and an optimistic and hopeful way to think about the future and aging.