Boon Health

Boon Health sells 1:1 coaching as an employee benefit — confidential support for the things that sit between an ordinary bad week at work and clinical mental health care. The company had a brand. What it didn't have was a way to use that brand in the fifteen different places the business actually had to show up.

I worked with Boon for two years as an extension of their marketing team, designing across partner campaigns, sales collateral, landing pages, webinars, guides, social and industry events. The problem was never a single deliverable. It was consistency without sameness — a piece for an HR director evaluating Boon as a benefit does a completely different job from a SHRM booth asking attendees to name their biggest people-management headache, and both are different again from something explaining to an employee what coaching actually is.

All three had to be unmistakably Boon.

• There is nothing to photograph. Coaching is a conversation with someone you haven't met yet. Most of the design problem was making an invisible service — the match, the privacy, the progress — legible before anyone spoke to a coach.
• The buyer and the user are different people with opposite priorities. HR leaders need adoption rates and program credibility. The employee needs to believe the conversation is private. The same brand had to say both without either message undercutting the other.
• Warmth and credibility pull against each other in mental health. Too clinical and nobody books a session. Too soft and a benefits director won't put it in front of their CEO.
• Co-branded work adds a second brand to every decision. TriNet × Boon had to read as credible to TriNet's audience without Boon's personality getting absorbed into a larger partner system.

1. Turned the identity into a working system. Repeatable decisions about type, color, illustration and photography that could be applied to a new campaign rather than re-argued for every deliverable — which is what made two years of output look like one company.
2. Made the invisible service legible. The Partner Marketplace Guide walked through the actual member journey — matching, scheduling, confidentiality, progress — so a prospect understood what they were signing up for before a sales call, not during one.
3. Wrote to two buyers from one brand. Employer-facing pieces led with program credibility and workforce outcomes; employee-facing pieces led with privacy and how easy it is to start. Same visual system, deliberately different emphasis.
4. Held both identities in the partner work. For TriNet × Boon Health, co-branded creative that kept the coaching proposition sharp — personal support for employees, a healthier workforce for employers — while giving each brand room.
5. Built the campaign and event creative. For Boon Scale and SHRM, a full activation around “Share Your Biggest People Management Challenge and Win Big,” plus webinar and thought-leadership creative including Addressing Mental Health: Real Life Thoughts from Boon Coaches — packaging the coaches' own expertise as the marketing.

• What started as individual design requests became a two-year engagement covering partner marketing, sales enablement, campaigns, webinars, events and employee communications.
• The marketing team stopped starting from a blank page — reusable patterns meant new campaigns were assembled from a system rather than designed from scratch.
• An intangible service became explainable on paper, which moved the explaining out of the sales call and into the material.
• The same visual language carried serious mental-health thought leadership and a high-energy SHRM booth without either feeling off-brand.