Merit
Merit set out to make life insurance feel simpler and more approachable. Together, we built an identity rooted in clarity and ease, then grew it into a comprehensive brand and product system that scaled alongside the company—from startup through acquisition.
Category
Life Insurance & Retirement
Scope
Challenge
problem
Life insurance is inherently complex, and Merit entered a category where nearly every company promised to make it simpler. The challenge was creating a brand that could authentically deliver on that promise—feeling approachable without losing the credibility expected of a financial institution. As Merit introduced new products and touchpoints, the identity also needed to organize increasing complexity, clearly differentiate its offerings, and maintain a cohesive, recognizable experience for customers, advisors, and employees.
solution
We made simplicity the foundation of Merit’s identity, beginning with a monogram of three pillars symbolizing community and support. That same clarity shaped every touchpoint, from marketing and compliance materials to digital experiences. As new products emerged, we created a flexible system of colors, tabs, and badges that gave each offering its own identity while remaining unmistakably Merit.
As Merit expanded, the system expanded with it — supporting new products, websites, client portals, trade shows, social channels, signage, wayfinding, and infographics without losing the approachable character at the center of the brand.
Merit’s growth ultimately led to its acquisition by Knighthead, which saw value in the clarity and approachability of the brand we had built and asked us to bring that same thinking to Knighthead itself.
