Local Services
Breaking through the Sea of Sameness
Read how BSI Corporate Benefits and Liquid collaborated to deliver a fresh website experience.
In an industry crowded with websites that look and feel alike—filled with templates, buzzwords, and generic messaging—employee benefits consultants face a daunting challenge: standing out and truly communicating what makes them different. BSI Corporate Benefits recognized this and saw their website redesign as more than a visual update. Partnering with Lehigh Valley-based Liquid, a digital-focused marketing agency known for strategic creativity, they set out to break the mold.
The BSI team focused on three must-haves:
First, they wanted to rise above the “sea of sameness” by avoiding industry clichés and templated designs that make it hard for buyers to see what sets one firm apart. BSI’s site needed to tell a unique story grounded in their client promise of “No Lazy Answers” and their stellar Net Promoter Score of 94%.
Second, they aimed to balance complexity with clarity. Employee benefits is a nuanced field, but the site needed to feel approachable, like a conversation with a knowledgeable team member.
Third, they sought to align the design and tone with their consultative, human approach to client relationships and their commitment to being “an advocate for our clients on a human and financial level.”
By combining BSI’s dedication to client advocacy with Liquid’s digital strategy and storytelling expertise, this collaboration built more than a website. They created an engaging story-driven experience with intuitive navigation and content focused on real client challenges, not just jargon. Together, they redefined how BSI could stand apart in a crowded marketplace by telling a story about a team being true to their uniqueness. It’s a fresh, forward-thinking take on a traditionally complex field, driven by two curious teams unafraid to ask, “What if we did it differently?”
“Working with an enthusiastic team is always such a fulfilling experience—and BSI was no exception! Their openness to new ideas that pushed their visual presence forward made this such a rewarding collaboration. I’m so thrilled I got to be a part of it!” – Alyssa Sopko, Art Director, Liquid
What visitors to the site see today is just the beginning. Stay tuned for more updates on the horizon.
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