Monigle Announces Rebrand of HSA Bank, An Industry Leading Health Savings Administrator

DENVER, Oct. 14, 2014 /PRNewswire/ -- Monigle, a foremost national brand consultancy in health care and other industries, and HSA Bank, one of the nation's leading health savings administrators, have introduced a new brand for the consumer-driven health care financial institution, a division of Webster Bank, N.A.

Wisconsin-based HSA Bank serves more than 700,000 accountholders with over 2 billion in assets. Founded in 1913, the bank was the first Health Savings Account (HSA) administrator to exceed a half-billion in health savings deposits and surpass 200,000 active accounts. As such, this comprehensive rebrand marks a new beginning for the company. The scope of the project included brand discovery, research, and brand platform and strategy, as well as the creation of a new logo and design system. In addition, an internal communications plan was implemented to guide the adoption of the new brand.

The rebrand represents a purposeful intersection of banking and health care. "Own Your Health is ideal for HSA Bank because it conveys the company's product and service offerings in a way that is simple to understand," said Justin Wartell, Managing Director, Monigle. "It is a statement that empowers the customer and communicates the brand's purpose while also encompassing the company's other product offerings such as HRAs and FSAs." The new brand leverages the considerate strengths of the existing HSA Bank brand, including the company's long-term leadership in the industry and expansive health savings portfolio.

"The way people pay for healthcare is rapidly changing and HSA Bank is here to help individuals and employers manage these costs in ways that are both comprehensive and easy," said Chad Wilkins, executive vice president and head of HSA Bank. "As the healthcare market shifts giving consumers more control, we knew we wanted our brand identity to reflect our commitment to showing our members the way to greater financial health. Monigle has been an excellent partner in this endeavor, and we are very excited about the rollout of our brand's new look and feel, and how it will help us both grow and maintain our position as a national leader in health accounts."

Monigle
Monigle, the country's largest independent brand consultancy, offers integrated capabilities and services that are unparalleled in the marketplace. For more than 40 years, Monigle has been generating powerful brand experiences, across a full spectrum of touchpoints including brand strategy and design, research, digital, and branded environments. Monigle exists to help companies build and sustain strong, vibrant brands that change the world around them. Real-World Thinking. Enduring Outcomes. www.monigle.com.

HSA Bank
HSA Bank is a trusted leader in consumer-driven healthcare focusing on Health Savings Accounts (HSAs) since the beginning, serving as both bank and administrator. Services include Health Reimbursement Arrangements (HRAs), Flexible Spending Accounts (FSAs), and Commuter Benefits (mass transit and/or parking accounts). They offer one platform and one portal for all consumer-driven accounts with a reputation for outstanding service. www.hsabank.com.

Deanna Seitz
Public Relations
303.270.0659
[email protected]
@monigle

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SOURCE Monigle

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