Depth Risk

How a new brand in the insurance space went from concept to a complete identity, message, and website in one engagement.

• Industry: Insurance / Employee Benefits

• Company Size: Small (new venture)

• Engagement: Brand launch project

• Services: Logo and brand identity, brand messaging, website design and development, one-pagers, visual collateral

The Situation

Wes and Jay, the owners of Sympl Benefits (an employee benefits firm), had been advising brokers and employers on self-funded insurance for years. They knew the space well, and they had a clear value proposition: help companies understand what it would actually cost to self-fund their insurance and how much they could save.

But that expertise lived inside their existing company. They wanted to branch it out into a standalone brand that could attract business directly from brokers, independent of Sympl Benefits. The new venture needed its own name, its own identity, and its own way of explaining what it does.

That is how Depth Risk was born. And they needed everything: a logo, a full brand identity, clear messaging, and a website that could communicate a complex financial concept in a way that brokers would immediately understand.

Haven connected with Wes and Jay through Andy Neary, a StoryBrand Certified Guide who works with insurance agencies nationwide. Andy had been helping them with content strategy, and when it came time to build the brand from the ground up, he brought us in.

What We Did

We started with what we always start with: the message. Over the course of four focused meetings, we worked through the core story. Who is Depth Risk for? What problem does it solve? Why should a broker care? How does it work? What makes it different from every other self-funding conversation?

Those conversations produced the messaging framework that everything else was built on. From there, we developed the full brand identity: logo, color palette, typography, and visual system. We designed and built a clean, modern website that walks a broker through the value proposition without jargon or confusion. And we produced one-pagers and visual collateral that the team could use in sales conversations immediately.

The entire engagement was designed to take Depth Risk from a concept to a functioning brand with everything it needs to go to market. Not a half-built foundation that requires another agency to finish. A complete package.

What Changed

Depth Risk now exists as a standalone brand with a clear identity, a clear message, and the tools to start generating business. The website communicates the value proposition in plain language. The brand collateral gives Wes and Jay something professional and polished to put in front of brokers. And the messaging framework gives them a consistent way to talk about what they do, whether that is on a call, in an email, or on a stage.

This was not a rebrand or a refresh. This was building something from nothing. And the result is a brand that looks and sounds like it has been in the market for years, even though it just launched.

The Takeaway

Not every engagement is a long-term retainer. Sometimes a business needs to go from zero to launch-ready in a compressed timeline, and they need one team that can handle the message, the visuals, and the build without handing off between three different vendors. That is exactly what Haven did for Depth Risk.