Group Medical Services (GMS)

GMS has been in the business of looking after people since 1949. Health insurance when the provincial plan falls short. Travel insurance when you're far from home. Group benefits when you're a small business trying to do right by your team. Nobody talks about their insurance company until something goes wrong. GMS built a business on that silence, but by 2023, they needed to show up online the same way they'd always shown up in person.

Insurance has always been a relationship business. But the way people find, evaluate, and buy coverage has changed. Policyholders expect to research on their own, compare options without calling anyone, and make decisions on their own terms. When the digital experience doesn't support that, they leave. Established insurers feel this pressure differently than startups. They can't just build something new. They have to modernize without breaking the trust and the relationships that made people stay in the first place.

GMS saw it clearly. The website wasn't built for how people find and buy insurance today. Navigation reflected internal departments, not member needs. Group benefits had limited visibility online. The buyflow was functional but rigid. Brokers were working with public-facing tools that weren't designed for them. The DNN platform underneath had served the organization well, but its architecture made it difficult to evolve at the pace the business now required. GMS had outgrown its digital presence and was ready to do something about it.

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.

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.

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.