Taillight’s Strategy: Create a brand that could carry the weight of a merger
We began with brand positioning—helping the leadership team define what the new company should stand for in the minds of its audiences.
We worked together to articulate a clear, differentiating north star: Lumelight gives clients the
Freedom To Focus by absorbing the complexity of employee benefits compliance. More than a message, this idea became the brand’s core promise, anchoring our work across every verbal and visual touchpoint.
It speaks to the emotional outcome Lumelight delivers, offering clients not just support but true peace of mind.
Naming
From this foundation, we developed the name Lumelight—a metaphor for illumination, focus, and forward momentum. “Lume” suggests clarity and guidance. “Light” reinforces simplicity, expertise, and transparency. Together, the name reflects a brand built to clarify the path ahead.
Bringing The Brand To Life
In addition to the company’s positioning and name, we developed a full suite of additional elements to bring the brand to life:
- A tagline (“Your Freedom. Our Focus.”) that expresses the brand’s positioning in simple, direct language
- Comprehensive tone of voice guidelines to define how Lumelight consistently communicates across audiences
- A messaging matrix outlining sets of dozens of messages tailored to brokers, employers, employees, and future acquisitions
- Full strategy, content, design and coding of a 60+ page website
- End-to-end development of PowerPoint presentations, including content creation, design, and custom coding
- Creation of Lumelight One, a premium brand tier with its own verbal and visual identity
- Internal and external brand change management communications to prepare employees and clients for the transition
- A legacy brand transition strategy, providing structured guidance on sunsetting existing brands
- A brand launch strategy with clear sequencing across internal and external audiences
- An eight-week social media campaign, including original content and accompanying graphics
- Launch assets, such as digital banners and other marketing collateral
The Impact: A Fully Realized Identity Built To Unify, Launch And Lead
Lumelight’s launch marked more than the debut of a new name or look. It was the start of a unified brand with a bold purpose and a clear value proposition. Built on the combined strengths of five leading firms, Lumelight entered the market positioned to lead.
Internally, the brand aligned teams around a shared vision and purpose.
Externally, it reinforced the company’s credibility, strengthened its competitive position and laid the foundation for continued growth. With the right story, the right structure, and the right tools, Lumelight is now ready to scale its impact and illuminate what’s next.
