ANS
Pioneering a powerful new brand–and a more engaging website.
Category B2B branding
Telling a standout story.
ANS Solutions is a leader in workers’ compensation cost containment—a niche market dominated by stodgy stories from big corporations, “medical legalese,” and generic imagery.
With a unique approach to their work and a reputation for excellence, ANS had an original and compelling story to tell, but they struggled to find their voice among louder, larger competitors.
That’s where JK came in. We set out to build a powerful new B2B brand and website that would stand out in a sea of sameness—attracting new leads and engaging current clients more deeply.
Deliverables
- Branding
- Messaging
- Visual identity
- Research
- Persona development
- Logo architecture
- Tagline
- Copywriting
- Sales & marketing collateral
- Brand guidelines
- UI/UX design
- Copywriting
- Website development
Uncovering the details that make the difference.
JK’s branding process provided a clear roadmap for creating a distinctive B2B identity for ANS.
We started with audience and competitive research, which provided a real-world view of their strengths and challenges—and where they had an opportunity to tell a story that quickly communicates what makes ANS a uniquely capable partner.
These insights set the stage for a daylong interactive branding session, where we worked with the ANS team to pull out and put together the pieces of a compelling new brand identity.
Together, we uncovered the details that would help them make personal connections in an often impersonal space: Face-to-face collaboration, commitment to service, and a genuine drive to create better outcomes for everyone—from the patients in need of quality care to the insurance adjusters who help make that possible.
These differentiators became the drivers of a new brand identity rooted in an emotional, human-centric story and culminating in a new tagline: “Pioneering New Possibilities.”
It’s an inspired position that allows ANS to tell a meaningful story today, while being flexible enough to adapt as their business evolves.
Colors
Brand typography
Making a bold introduction.
With the brand built and the website ready, it was time for ANS to reveal their new brand to their clients and prospects.
We helped ANS officially introduce their new brand at the industry’s largest trade show, creating new booth graphics, sell sheets, and an email invitation to a special meet-and-greet event.
Beyond the show, we also developed a communications roadmap with clear talking points that ensured ANS’s people are all telling the same consistent story across every client touchpoint.
Uniting functionality with feeling.
With the branding complete, we turned our attention to building a completely new website for ANS, one that showcases their new story and visual identity, and makes a complex depth of information easy to find and consume.
A new dropdown menu system allows users to locate what they’re looking for more quickly, and a thoughtful content hierarchy allows users to scan each page without losing any substance, all while branded copy weaves ANS’s new messaging throughout the entire site.
And new lead-gen functionality—a streamlined contact form, records upload page, and simplified referral process—was designed to generate more leads and increase engagement amongst current clients.
Overall bounce rate
Page views
Page views per session
Optimizing the possibilities.
To ensure that the new website would keep delivering the results ANS needed, we provided recommendations to optimize their content strategy to drive more traffic through organic search.
Their post-launch website analytics make this a true success story.
A partnership full of potential.
Our partnership with ANS set them up for long-term success—a powerful and authentic new brand, a smart new website, and a rollout strategy and support that told the right story to the right audiences at the right time. We’re excited to continue to help them pioneer new possibilities well into the future.
Partnering with JK has been an incredibly collaborative process whereby after each engagement, my team feels confident that we chose the right partner.
