Employee Benefits Firm Arizona Benefit Consultants Partners With Digital Silk for a Brand Overhaul After 29 Years

PHOENIX, AZ — After nearly three decades in the employee benefits industry, Arizona Benefit Consultants (ABC) is introducing a new brand, visual identity and website designed to bring its broad range of services under one clearer brand. 

Established in 1997, ABC provides employee benefits, benefits administration, HR support, compliance, group health insurance and employee education for employers. The firm partnered with Digital Silk to rethink how those services are positioned and presented, starting with brand strategy and carrying the work through identity, messaging, website design and development, SEO and hosting. 

Building the Strategy Behind the Brand 

ABC had an established reputation and a broad service portfolio, but its messaging and visual identity had developed across different parts of the business. Its website also lacked a clear path for prospective employer clients to understand the full range of services and find the right next step. 

Digital Silk began with a comprehensive brand strategy that first defined ABC’s positioning, audience communication approach, brand personality, messaging framework and tone of voice. 

That strategy then shaped a completely new logo and visual identity system. This new identity gives ABC a consistent visual language while creating a clearer connection between its different areas of expertise. 

Taking the New Brand to the Website 

Digital Silk carried the new brand into a newly designed and developed website. The site architecture and user journeys were reworked to help prospective employer clients navigate ABC’s services and find relevant information more easily. 

The agency also wrote the website copy across ABC’s service areas. Each section addresses a specific service while following the same brand voice and messaging approach. 

SEO was incorporated into the website structure and content from the development stage. For this, Digital Silk developed page structures, on-page copy, meta titles and meta descriptions around ABC’s core services to establish a stronger foundation for organic search visibility. 

The project also includes ongoing Digital Silk-managed hosting to support website speed, stability and reliability after launch. 

Connecting a Complex Service Portfolio 

For ABC, the transformation was about more than updating how the company looks online. Its benefits, HR and compliance services all support the same employer audience, but each requires different information and messaging. 

“ABC had years of credibility and a genuinely broad set of services. What they didn’t have was one clear story tying it together,” said Ana Margarida Meira, VP at Digital Silk. “We started by defining that story at the brand level, then used it to guide the identity, messaging and website.” 

The project gives ABC one consistent brand system across its strategy, identity and digital experience. It also creates a structure that can support the company as its services and digital presence continue to evolve. 

About Digital Silk

Digital Silk is an award-winning California Web Design Agency focused on growing brands online. With a team of seasoned experts, Digital Silk creates digital experiences through strategic branding, custom web design, and digital marketing services to help improve visibility and support engagement. 

Media Contact

Jericka Orellano 
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Team Digital Silk

Growing Brands Online

Our team at Digital Silk is comprised of award-winning designers and brand experts from around the globe. By combining expertise, creativity, strategic thinking and innovation, we have established ourselves as trusted partners in the success stories of numerous famous brands across the U.S. and beyond.