Totem

Be There for Everyone

In an industry dominated by benefits management giants offering standard-issue (“benefits-in-a-box”) plans, Totem has set itself apart with a more customized, nimble approach.

They help clients navigate the complexities of a changing field by creating personalized solutions that serve actual needs. Taking ownership, their offerings are rooted in serving their customer’s needs with transparent and responsive human communication.

A complete overhaul of the brand was established to engage the pithy character of their name and the loyal, relationship-driven personality of their vocation.

Collaboration Included
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Brand Strategy
Brand Identity
Brand Messaging
Environmental Signage
Presentation Design
Print Design + Materials
Social Media Templates
Stationery Suite
Swag Design
Website Design

As we dove deep into Totem’s brand strategy, their position to Be There for Everyone was uncovered. In a market that often feels stifiling and profit-focused, Totem’s responsive, relationship-first persona stands tall. We captured this differentiation by designing T-shaped face symbols that stack to create a totem. These diverse and colorful faces populate the brand’s touchpoints to create an approachable identity that leaves an enduring impression.

A graphic system of simple, yet enduring assets was designed to keep the focus squarely on Totem’s customers. The responsive totem symbols, portrait style photography, approachable color palette, and a single, friendly typeface were brought together to embody the relationship-driven approach of the brand .

A brand voice and tone was also established to proffer Totem’s loyal character. Primary messaging captures their dependable and devoted personality as they serve their clients with empathy and persistence.