/ Overview
As a trusted name in health and travel insurance since 1949, GMS faced a crucial challenge: how to modernize its brand and digital experience to better serve today’s connected customers without losing the personal touch it’s known for.
In a fast-evolving market, GMS recognized the need to refresh its brand and digital presence. Partnering with zu, we redefined how GMS communicates its values and role in the insurance landscape, ensuring a competitive edge and a meaningful, accessible experience for its community.
/ Services
Strategy & Research
- UX Research & Engagement
- Digital Strategy & Transformation
- User Journey Mapping
- Brand Sprint & Strategy
- Workshop Facilitation
- Heuristic & Usability Testing
Experience Design
- UX & UI Design
- Product Design
- Concept Design
- Brand Design
- Information Architecture
- Design Systems
- Advertising & Creative Design Advocacy
Technology & Development
- Website Development
- Drupal CMS Development
- System (API) Integration
- Technical Strategy
/ Solutions
Brand & Identity
At the heart of GMS’s transformation was a visual identity balancing its legacy with a modern appeal. A refreshed logo, vibrant color palette, and updated typography all convey trust, care, and boldness. This new identity flows across every customer interaction, reinforcing GMS’s dedication to accessible service and community support.
Website Application
The newly designed website is the digital centerpiece of GMS’s rebrand, with a clean, user-centric interface built on Drupal CMS. Its intuitive navigation and tailored content help users explore health insurance options, manage policies, and find support with ease, echoing GMS’s values of simplicity and service from the first click.
Marketing Platform
To ensure the brand’s message reached every audience, zu implemented GMS’s identity across digital, print, video, and audio channels. This cohesive rollout connected internal teams and external audiences alike, creating a consistent and impactful experience for everyone, from brokers to loyal customers.
Working with the team at zu has been an absolute pleasure, and I truly appreciate their collaborative approach in navigating challenges and keeping everything on track. The successful launch is a testament to the hard work and coordination of everyone involved, and I look forward to future opportunities to work together. Thank you again for your leadership and support!
Matthew Best,
Manager, Marketing & Communications
Group Medical
Services
/ Work with us
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