Beanstalk

Overview

About Beanstalk

Beanstalk Benefits simplifies the growing world of health, wealth, and wellbeing benefits by giving individuals easy access to personalized solutions, and giving employers the infrastructure to offer them without added cost or complexity.

‍

Category: Benefits, SaaS

Audience: HR Professionals, Freelancers

‍

My Role

I partnered with Beanstalk to lead their rebrand and support both their organic social and paid marketing efforts.

‍

Challenge
When Beanstalk came to me, the brand was essentially a blank slate. They had a basic wordmark logo and no defined tone of voice. At the same time, they were shifting from a B2B-only model to include a B2C audience. The challenge was to create a brand identity that felt cohesive and engaging across both audiences: HR professionals and freelancers.

‍

Process
I set out to shape a brand that felt “lighthearted” and “cheerful” without crossing into “silly.” I explored color palettes, typography, and illustration styles that felt playful but credible. Brand personas helped guide decisions about how the brand should look and speak across platforms, especially with the shift to social.

‍

Outcome
The name “Beanstalk” naturally brings to mind the children’s story, Jack and the Beanstalk, which evokes feelings of curiosity, growth, and imagination. I brought in a touch of whimsy to the logo while keeping the rest modern and grounded. The color palette is cheerful and approachable, centered around a strong dark green to maintain a sense of stability. To connect with both freelancers and HR professionals, the tone and visuals stay casual and friendly. On social media, the brand leans into education and trends, making space for memes without losing credibility.

‍

‍

‍

‍