Cases / Bee Benefits
Benefits without an asterisk.
- Client
- Bee Benefits
- Category
- Fintech, corporate benefits
- Market
- Brazil
- Naming
- Brand strategy
- Brandbook
- Landing page
A benefits and corporate expenses platform born inside Brazil's business associations, launching a national digital product after twenty years in the field.
The challenge
The category was full of rigid cards, fine print and cold language. Bee needed a name and a voice that finance and HR managers would trust and employees would actually like.
What I did
I named it Bee: one syllable, three letters, easy in Portuguese and English, with a hive behind it, companies and people doing better together. Then I wrote the brandbook and the landing page around one tension: control for the company, freedom for the team.
What I delivered
- Name, with full LENS rationale
- Purpose, mission, vision, brand and business values
- Archetypes: Caregiver, Sage and Hero
- Buyer personas for finance, HR and small business owners
- B2B and B2C customer journeys
- Tone of voice, key phrases and what Bee never says
- Slogan: “Easy for your company. Flexible for you.”
- Manifesto and writing guidelines by channel
- Landing page copy for finance and HR decision makers
The voiced /b/ feels warm and approachable, which matters for a brand that sits between employers and employees. The long /i/ is bright and moves forward. And the name grows with the product: Bee Card, Bee Pay, Bee Flex.
From the LENS evaluation
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.