Clarity Benefit Solutions Brand Identity & Guidelines
The Simply Smarter approach to benefits — built on Innovation, Technology, and Service.
Brand Purpose & Promise
At Clarity, we exist to make the complex simple — not by adding more support, but by designing smarter, more intelligent experiences from the start.
We remove the barriers that keep people from confidently managing their benefits by combining AI-powered technology, automation, and thoughtful design to anticipate needs, reduce friction, and simplify every step of the journey.
Our promise is to deliver a benefits experience that works seamlessly in the background — reducing effort, lowering costs, and creating real value for the people who rely on it.
We believe life is a journey that should be lived well. Through intelligent technology, AI-driven innovation, and human care, we help employers and employees get the most out of their benefits — with less effort, lower cost, and more confidence.
Solutions designed to replace frustration with innovation
Technology That Anticipates
Service Intelligently Delivered
Benefits That Work for Real Life
Clients (Employers/HR Teams)
Too much manual work — from sending files and managing renewals to handling employee questions. Disconnected systems create inefficiencies, compliance risk, and unnecessary strain on HR teams.
Clarity simplifies administration through AI-powered, automated tools that reduce manual effort, streamline processes, and lower operational costs — creating a more connected, efficient experience.
Clarity removes friction and unnecessary cost from benefits management. With less manual work, fewer errors, and smarter automation, HR teams gain efficiency, reduce administrative spend, and stay compliant — while delivering a better employee experience.
Brokers
Client issues create noise — complaints, confusion, and delays that impact credibility and consume time. Managing multiple systems and inconsistent service models makes it harder to deliver a seamless experience.
Clarity delivers a frictionless experience through intelligent technology and a consistent service model — helping reduce client issues while creating new opportunities for revenue growth through cost-sharing and expanded solutions.
With Clarity, brokers spend less time troubleshooting and more time growing. Fewer client issues, stronger retention, and built-in opportunities for revenue expansion help brokers scale their business and strengthen their competitive position.
Participants
Benefits are confusing. It’s hard to know what’s covered, how to use accounts, or what to do when something goes wrong — leading to frustration and underutilization.
Clarity makes benefits easy to understand and use through guided, intuitive, and AI-enhanced experiences that simplify every step — while helping participants maximize the financial value of their benefits.
Participants don’t have to figure it out — the experience guides them. Benefits become easier to use and more affordable, helping them save money on everyday expenses while increasing confidence and engagement.
Partners / Investors
A fragmented market with inconsistent providers makes it difficult to identify partners that can scale, innovate, and deliver sustained performance.
Clarity combines a comprehensive benefits offering with a scalable, technology-first foundation — enabling operational efficiency, brand elevation, and long-term growth.
Clarity is built for scale and positioned for growth. Our technology-first model reduces complexity, drives efficiency, and elevates partner brands — signaling innovation, differentiation, and long-term market leadership.
Team Members / Recruits (Internal)
Employees want more than a job — they want purpose, growth, and to feel proud of where they work. They also want to be part of something innovative and meaningful.
Clarity creates an environment where innovation, collaboration, and impact come together — empowering team members to contribute, grow, and shape the future of benefits.
At Clarity, team members are part of building a smarter future for benefits. They’re supported by a culture of innovation and a technology-driven platform that’s transforming the industry — creating pride, purpose, and meaningful growth opportunities.
Blue (Primary) HEX - #23498A
Green (Secondary) HEX - #679C5B
Orange (Tertiary) HEX - #E06121
Light Blue (Tertiary) HEX - #BACBDA
Dark Blue HEX - #00315A
Dark Gray HEX - #4A4A4A
Gray HEX - #ECECEC
White HEX - #FFFFFF
Product Color Assignments
Clarity FSA Blue (Primary)
HEX – #23498A
Clarity DCA Green (Secondary)
HEX – #679C5B
Clarity Mobile App Orange (Tertiary)
HEX – #E06121
Product Color Assignments (Continued)
Clarity SmartRide Dark Gray
HEX – #767676
(Changed slightly from brand gray for use on SSO Portal)
Clarity HRA Dark Blue
HEX – #00315A
The LFT Etica font family is for use within Adobe Indesign software when designing our Clarity collateral. Fonts to use within PowerPoint and Word: Arial font family Fonts to use on websites and web interfaces: Open Sans font family
OpenSans-Italic-VariableFont_wdth,wght.ttf
OpenSans-VariableFont_wdth,wght.ttf
Claire1.ai
Claire-with-Name.mov
Claire-without-Name.mov
Design Philosophy: Simplicity by Design
Our design approach removes friction before it begins by simplifying how information is presented, how users interact, and how experiences feel across every touchpoint.
We design so that:
Core Principle: Show Less. Communicate More.
Clarity design prioritizes clarity over completeness.
We do not aim to say everything — we aim to make the right things immediately clear.
This means:
Fewer words
Stronger hierarchy
Visual-first communication
Guided experiences instead of instructions
We shift from text-heavy explanation to visual understanding.
Guidelines:
- Use icons to replace or reinforce text, not decorate it
- Use diagrams to show processes instead of listing steps
- Use cards, tiles, and modules to break content into digestible pieces
- Use whitespace intentionally to reduce cognitive load
Every design decision should make the experience feel easier.
Guidelines:
- One idea per section
- One action per screen
- Limit choices to what matters
- Eliminate unnecessary detail upfront (progressive disclosure)
Especially important for:
- Website redesign
- Portal UX
- New tools
Users should not need to read to understand.
Guidelines:
- Headlines carry meaning, not just labels
- Supporting text is optional, not required
- Use visual cues (icons, color, layout) to guide decisions
- Structure content so users can scan, not study
Icons become a core communication tool, not an afterthought.
Guidelines:
- Every major concept should have a consistent icon
- Icons should be simple, intuitive, and repeatable
- Icons + short labels replace long descriptions
- Maintain a unified icon style across all assets
Text-heavy explanation
Paragraphs + bullets explaining processes
Instead of:
“Submit a claim and upload documentation”
Visual understanding
Icons + flows + short headlines that make processes obvious
Movement should help users understand, not impress them.
Guidelines:
- Use motion to show progression (step → step → outcome)
- Use animation to demonstrate “how it works”
- Keep transitions smooth, subtle, and purposeful
We are not designing for “self-service.” We are designing for “it just works.”
Guidelines:
- Reduce steps wherever possible
- Pre-fill, automate, and guide decisions
- Eliminate unnecessary user actions
- Design experiences that feel automatic
One experience, not many versions
Design must feel unified everywhere:
Guidelines:
- Same structure patterns (cards, sections, flows)
- Same iconography
- Same tone (simple, direct, human)
- Same interaction logic
Every asset should follow a predictable structure. This replaces long-form explanation-heavy layouts.
Headline
Outcome-focused
Subhead
What it does, simply
Visual
Icon, diagram, or product UI
Key Points
3–5 max
Optional Detail
Secondary layer
Design Filters (Decision Checklist)
Before anything is finalized, ask:
Capitalize When:
1.Starting a Sentence
Please submit your renewal by Friday.
2.Using Proper Nouns
Specific names of people, companies, departments, places, or platforms.
- Clarity Benefit Solutions, Tara Leonard, Employee Navigator
3.Titles Before Names
- Director of Client Services Tara Leonard
Tara Leonard, Director of Client Services → should be lowercase after name.
4.Official Department Names
- Please contact Human Resources for assistance.
- Our human resources team is here to help.
5.Headings and Titles (Title Case)
Capitalize important words (nouns, verbs, adjectives).
Lowercase short conjunctions, prepositions, and articles unless first or last.
- How to File a Claim
- Tips for Getting the Most Out of Your Plan
6.Acronyms and Initialisms
- FSA, HSA, HIPAA, COBRA
7.Dates and Holidays
- Monday, March, Memorial Day
8.The Pronoun “I”
- I submitted the form this morning.
9.Branded Tools or Programs
- Clarity Portal, MyClarity Card, Amazon Connect
Do Not Capitalize:
1.Common Nouns or Generic Roles
- Our Clients Can Contact Their Account Executive.
- Our clients can contact their account executive.
2.Titles After a Name
- Jessica Baughman, Director of Global Finance
- Jessica Baughman, director of global finance
3.Generic Department References
- We looped in Marketing.
- We looped in the marketing team.
4.Seasons
- Spring Enrollment Begins Soon
- spring enrollment begins soon
5.Directions (unless referring to a region)
- She’s driving north.
- He lives in the South.
6.Most Email Subject Lines (Sentence Case)
- Reminder: Your plan renewal deadline is coming up
- New tools to make plan management easier
Use at the end of complete sentences with no space between the last word and the period.
Do not use periods in headlines, subheadings, or bullet points unless the bullet is a full sentence.
Example:
✅ Use commas, not semicolons, in this context
❌ Use commas, not semicolons, in this context.
Use the Oxford comma in lists.
✅ Our plans cover dental, vision, and medical benefits.
Use commas after introductory phrases.
✅ After reviewing the claim, we approved it.
Use commas to set off nonessential clauses.
✅ Our team, known for fast turnaround, responded within the hour.
Use colons to introduce a list or explanation.
✅ You’ll need the following: your ID, insurance card, and login credentials.
Don’t use a colon right after a verb or preposition.
❌ Your options include: dental, vision, and FSA.
✅ Your options include dental, vision, and FSA.
Avoid semicolons in marketing and casual communication. If needed (e.g., in formal internal documentation), use to connect two related independent clauses.
✅ The deadline is approaching; please finalize your tasks.
In most cases, break into two sentences or use a dash instead.
Use an em dash (—) to emphasize or break up thought.
✅ We’ve updated our process — and it’s never been easier to use.
Avoid double hyphens (–) — use the proper em dash.
Avoid overusing dashes in the same paragraph.
Use hyphens for compound adjectives before nouns.
Employee-first mindset
Don’t hyphenate common phrases after the noun.
The mindset is employee first.
Use double quotes for quotes and specific phrases.
✅ She said, “I love the new dashboard.”
Use single quotes only inside double quotes.
✅ “Did he say ‘we’re live’ during the call?”
Punctuation goes inside the closing quotation mark.
✅ That’s called a “quick win.”
Use sparingly and only to indicate trailing thought or omitted text.
✅ We thought you’d want to see this…
Don’t use ellipses to replace proper sentence structure.
Use rarely and only when the tone is meant to be enthusiastic.
✅ We’re excited to introduce our newest feature!
Never use more than one (!), and avoid in formal communication.
Use only in actual questions. Avoid in headlines unless it’s truly a question.
✅ Ready to simplify your benefits?
❌ Why Clarity is the best choice? → (Better: Why Clarity is the Best Choice)
Use sparingly to clarify, add a note, or define acronyms.
✅ Flexible Spending Accounts (FSAs) can help lower your taxable income
Ready for Life Solutions
Ready for Life Employee Benefits
- Clarity Health Savings Account (HSA) or Clarity HSA
- Clarity Flexible Spending Account (FSA) or Clarity FSA
- Limited-Purpose FSA (LPFSA) or Clarity LPFSA
- Clarity Dependent Care (DCA) or Clarity DCA
- Clarity Health Reimbursement Account (HRA) or Clarity HRA
- Clarity SmartRide
- Clarity Wage Parity
- Clarity COBRA
- Clarity Direct Bill
Ready for Life Compliance
- Clarity ERISA
- Clarity POP
Ready for Life Compliance
- Clarity ERISA
- Clarity POP
Ready for Life Wellness
- Clarity SimplyWell
Ready for Life Administration
- Clarity Benefit Administration
Clarity Mobile App
(This is the app our participants use to manage their benefits)
Clarity Benefit Solutions Portal
(Accessed through login at claritybenefitsolutions.com, our SSO solution. Referred to as the Clarity Benefit Solutions Portal in the first instance and as the Clarity Portal in all following instances.)
Please refer to our third-party solutions/platforms as:
(Whenever possible we try to avoid stating the company names of our third-party tools. To avoid confusion between our Portal and our third-party solutions, we want to avoid using the terms “portal” or “platform” to refer to anything besides our Portal.)
Where you manage / The tools you use to manage…your employee benefits
(Alegeus Platform / Portal)
Where you manage / The tools you use to manage…your COBRA benefits
(Alegeus Platform)
Where you manage / The tools you use to manage…benefit administration / online benefit administration
(Bswift / Employee Navigator)
Where you manage / The tools you use to manage…your vaccine compliance program
(SimplyWell)
Common Terms
Employee Benefits (formerly Consumer Benefits)
Third-Party Administrator (TPA)
When referring to Clarity employees:
- Team members
When referring to individuals already doing business with Clarity:
- Partner: Health plans, insurance carriers, payroll/HCMs/PEOs, Benefit Enrollment/Administration Providers, Associations/Trusts/Exchanges
- Broker
- Clients: Employers currently doing business with Clarity
- Participants: Employees who have plans with Clarity
When referring to General Audience:
- Health plans, insurance carriers, payroll/HCMs/PEOs, Benefit Enrollment/Administration Providers, Associations/Trusts/Exchanges
- Broker
- Employers: ex: “Employers everywhere need to…, “Your Employers.”
- Employees: ex: “Your Clients’ Employees,” “Your Employees”