Case Study · Branding & Web Design
Problem: An independent Medicare broker had built a loyal client base by word of mouth alone — with no logo she could use, no website to point people to, and a personal phone number that rang at all hours.
Solution: The SEEN Mini Experience — a focused sprint covering brand direction, content strategy, a recreated logo and branding guidelines, and a website built to give clients a clear, trustworthy place to land.
The Client
With nearly 20 years in the insurance industry — on both the carrier side and the broker side — Liz built Speranza Agency as an independent Medicare brokerage, helping people approaching 65 navigate their options with clear, honest, personalized guidance instead of a one-size-fits-all pitch. As an independent broker, she isn't tied to a single carrier, so she can shop a client's actual situation across multiple options.
Where the Business Was
Liz had spent years building Speranza Agency the old-fashioned way: referrals and word of mouth. Clients trusted her, and they told their friends. But that growth had outpaced the tools supporting it. There was no website — so when someone asked "where can I learn more?" or a referral wanted to check her out before calling, there was nowhere to point them.
The logo she'd been using was a Vistaprint placeholder, never intended to be a finished brand mark, and it showed. And because there was no dedicated business line or intake process, clients called and texted her personal phone directly — including well outside business hours, sometimes as late as 1 a.m. — because there was no other front door to the business.
Liz didn't need a full rebuild of how she works with clients. She needed a credible, professional home base that matched the level of care she was already giving — and a way to put some structure between her and her phone.
The Diagnostic
Every referral relied on a phone call or a text. There was no site to point a prospective client to for information before they were ready to talk.
A quick Vistaprint mark was standing in for nearly 20 years of carrier-side and broker-side experience — a mismatch clients would notice.
With no separate intake path, clients called and texted Liz's personal number at all hours, including the middle of the night.
Medicare decisions already feel high-stakes and confusing to most people. Without a site to set expectations up front, that anxiety landed on the first phone call.
The Process
A five-day sprint, run against the same framework used to diagnose the gaps — moving from brand direction to a live, ready-to-share website in one week.
Started with a working session to map Liz's niche as an independent Medicare broker, her ideal client, and what sets her apart from larger, less personal agencies.
Researched how people search for and evaluate Medicare guidance, so the site could meet prospective clients at the exact moment of "where do I even start?"
Built the messaging framework — from confused to clear, from overwhelmed to confident, from on-your-own to fully supported — that carries the site's tone from first click to enrollment.
Recreated Liz's logo from scratch and delivered a full branding guidelines package, replacing the original Vistaprint mark with a professional identity across every file format she'd need.
Designed and built the live site around the new brand and messaging — a clear, credible home base Liz could finally point clients and referrals to.
The Approach
The site's core message strategy walks a visitor through the same reassurance Liz gives on every call — before they've even reached out.
A quick call to understand health needs, prescriptions, doctors, and budget — no sales pitch, just a real conversation.
Options that actually fit the client's situation, with the pros and cons of each explained in plain language.
Guided enrollment support so nothing is missed and nothing is left to guesswork.
A relationship that continues after enrollment, as a go-to resource whenever needs or questions change.
The Result
The live site opens with “Navigate Medicare Options with Confidence and Care” and speaks directly to the anxiety most visitors already feel — the fear of picking the wrong plan, the stories about penalties and coverage gaps, the sense that generic advice doesn't fit their situation.
From there, “A Simpler, More Confident Way to Navigate Medicare” reframes the experience of working with Liz across three shifts: from confused to clear, from overwhelmed to confident, from on-your-own to fully supported. A “What to Expect” section lays out exactly what the first call, the plan comparison, and enrollment look like, so nothing about reaching out feels uncertain. Genuine client stories and an “About Liz” section carrying her nearly 20 years of industry experience round out the trust-building — all under the new logo and brand identity in place of the old Vistaprint mark.
Liz now has one link to send every referral, and a site doing the reassurance work that used to fall entirely on her phone.
In Their Words
Liz is very knowledgeable and helped me navigate the Medicare plans based on my needs. She made a daunting task, extremely easy and stress-free.— Meg, Client
Liz is very knowledgeable regarding Medicare options, plans available, and provides comparisons based on our current health status, along with discussions on potential future needs.— Kelly and Karyn, Clients
If your business has outgrown word of mouth, let's give it a home online.
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