Matchstic

Early on, we decided that Totem’s visual system should be as flexible and dynamic as their offerings. We developed a brand bursting with personality and color to stand in stark contrast from the drab and bureaucratic visual language of insurance providers.

Overview compressor
Workbooks compressor

Totem’s vibrant visual system centers around a stylized T-form that evokes a face, ensuring that humanity is always at the heart of our work. We developed applications that resemble playful self-portraits, suggesting benefits packages that were as unique as the people they would cover.

04 Totem 3000
One Sheeter compressor

To underscore Totem’s commitment to customization, the brand’s primary mark can be a bit of a shape-shifter, varying its form across applications.

Folder compressor
01 Totem 1500

Throughout the process, our work with Totem revolved around a single sentence, a beloved phrase that had come to encapsulate the brand’s promise and served as a rallying cry for their employees: “Be there for everyone.” We were proud to offer up a brand that matched, striking a balance between consistency and elasticity, between authoritative and playful, and between the institutional and the human.