Reframing Benefits with Bold, Unexpected Creativity
Open Enrollment is the annual window when Quicken Loans team members can review and adjust their benefits—one of the few opportunities outside of major life events. While most team members don’t need to take action unless they’re re-enrolling in a Flexible Spending Account (FSA), it was critical to build awareness and educate the company about the full range of benefits available.
With a typically conservative audience, our creative team saw this as an opportunity to push boundaries and rethink the status quo. We developed a playful, high-impact concept using bright visuals and clever, familiar idioms to pique curiosity and spark engagement.
The core visual system centered around a peekaboo-style layout, isolating individual body parts—eyes, ears, hands—to metaphorically reference health, wellness, and self-care. This not only helped reframe how team members thought about their benefits, but also encouraged them to look closely at each element of their coverage.
The result was a campaign that felt fresh, unexpected, and surprisingly fun—while still achieving our core goal: driving participation and making benefits feel approachable and relevant.
PLANNING / PHOTOSHOOT
TEASER EMAIL
LAUNCH EMAIL
COMPANY LOGIN SCREEN
POSTCARD
INTERNAL SITE
BUSINESS CARDS
STAND-UP POSTERS
REMINDER EMAILS
FSA REMINDER EMAILS
