Reviving a Legacy: The ComPsych Rebrand
ComPsych is the world’s largest provider of employee assistance programs (EAP), supporting over 130 million people across more than 190 countries. But while their scale is unmatched, their 40-year-old brand was starting to show its age, visually outdated, strategically unclear, and vulnerable to younger, more design-savvy competitors carving out space in the market.They came to us to reimagine their brand from the ground up: sharpening their strategy, redefining their identity, and helping them reclaim their position as the true category leader, not just in size, but in clarity, relevance, and trust.
ComPsych is the world’s largest provider of employee assistance programs (EAP), supporting over 130 million people across more than 190 countries. But while their scale is unmatched, their 40-year-old brand was starting to show its age, visually outdated, strategically unclear, and vulnerable to younger, more design-savvy competitors carving out space in the market.
They came to us to reimagine their brand from the ground up: sharpening their strategy, redefining their identity, and helping them reclaim their position as the true category leader, not just in size, but in clarity, relevance, and trust.
ComPsych is the world’s largest provider of employee assistance programs (EAP), supporting over 130 million people across more than 190 countries. But while their scale is unmatched, their 40-year-old brand was starting to show its age, visually outdated, strategically unclear, and vulnerable to younger, more design-savvy competitors carving out space in the market.
They came to us to reimagine their brand from the ground up: sharpening their strategy, redefining their identity, and helping them reclaim their position as the true category leader, not just in size, but in clarity, relevance, and trust.
Rooted in the Past, Ready for Today
ComPsych’s new identity puts clarity and impact front and center. The logo is anchored by a glowing core with expanding ripples that signal growth, support, and scale. We kept their signature orange but stripped back the noise, introducing a tighter, more modern palette that feels confident and unmistakably them. It’s a brand built to lead, not just belong.
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Unifying Identity, Empowering Consistency
We took the extra step, outside of our original scope, to build a dedicated brand site that brings this new direction to life. Designed as a living resource for the ComPsych team, it consolidates everything that makes the brand feel like ComPsych. From icons to illustrations, logos to language, it’s a functional expression of the brand’s DNA, built to guide, inspire, and ensure consistency as they move forward.
Design-Driven Growth
Since the rebrand, Ili has experienced a significant boost in user engagement. Monthly website traffic rose by 84%, while brand stickiness improved by 270%, according to insights from 100 interviews with customers, leads, internal stakeholders, and fresh eyes. Bounce rates fell by 37%, reflecting a smoother, more engaging user experience that keeps visitors exploring longer.
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