Kept
The Client
Kept, Inc. is a modern third-party administrator reinventing one of the least-loved corners of the benefits world: COBRA and employee off-boarding. Founded in 2023 by a team who watched friends and colleagues get blindsided by layoffs, Kept was built on a simple conviction. Losing a job shouldn't mean losing all support. Where traditional administrators mail out legalese and disappear, Kept leverages attorneys, brokers, and technology to guide departing employees, employers, and brokers through the entire off-boarding journey with compliance and genuine care. Its promise to everyone it serves is the same: “We've got you."
The Challenge
Kept came to Bluecap Studio with a blank page and a hard problem. The company had a bold mission but zero brand equity, no name recognition, no logo, no colors, no voice. As the founders put it: “We are brand new, so a clean slate.” Everything had to be built, and everything had to be right, because there was nothing to fall back on.
The deeper challenge was audience. Kept doesn't serve one customer, it serves three, and they couldn't be more different. Departing employees are often scared and financially stretched, and need a warm, human hand. Employers want compliance handled reliably and their liability covered, and need a competent partner. Brokers choose which administrator to recommend and watch costs closely, and need a service that makes them look good. One brand had to speak to a frightened individual and a hard-nosed broker without feeling like two different companies, all while standing apart from category incumbents focused on “checking boxes for an employer rather than actually helping employees.”
The Results
• Delivered a complete, launch-ready brand identity built from a blank page: logo, color, type, photography, patterns, and graphic system, documented in the Kept Brand Guidelines.
• Created a distinctive “hug” wordmark and full logo system with preferred, white, and black treatments plus app-icon variants.
• Proved a single identity could flex across three audiences, consumer, employer, and broker, without losing coherence.
• Produced real, working collateral on the new system: app UI, stationery, brochures, an investor slide, promo items, and a partner sales deck.
• Gave a young company in a dated, impersonal industry a brand that looks and feels like its promise warm, transparent, and on the employee's side.
• Delivered on time and on budget, at startup speed, a brand the founder said they were genuinely proud of and have had terrific engagement with across their entire target audience.
Summary
Kept had a mission to make one of life's hardest moments a little softer, but no brand to carry it. Bluecap Studio took them from zero to a complete, multi-audience identity built around a simple, human idea: a hug. By exploring the territory widely and refining relentlessly across four rounds, we gave Kept a brand that can comfort a frightened employee and reassure a hard-nosed broker in the same breath. Proof that even the most buttoned-up, compliance-bound corner of an industry can lead with warmth and still be taken seriously.
Webflow Design & Development: Rebecca Marion Lowe
