Brand repositioning · Homepage prototype

What changed, and why

A walkthrough of the RFP- and briefing-driven decisions baked into this homepage concept. Every numbered note here maps to a matching marker on the live prototype (toggle “Notes” in the bottom toolbar).

Source: 2026 Brand Repositioning RFP Source: Direct Health Landscape & Client Context briefing Content lifted from premisehealth.com

Decisions on the page

These are pinned as numbered markers in the prototype.

Audience strategy

Audience-segmented hero slider

The hero is a full-bleed, four-slide carousel — one slide per buying audience: B2B (employers), B2C (members), B2E (the workforce, onsite), and HR & benefits leaders. Each leads with that audience's value proposition and routes to the right path, so a single homepage speaks clearly to every segment of the B2B2C model without burying any of them. Auto-advances, with audience tabs, arrows, and keyboard support.

RFP: “Architecture must support B2B2C complexity… balance clarity for enterprise buyers with approachability for members.”

Post-merger

Combined-entity scale numbers

Footprint figures reflect the post-merger Premise + Crossover entity, stated conservatively where sources conflict: ≈900 wellness centers, 47 states + Guam, 400+ organizations, 30+ types of care. The live site still shows pre-merger numbers (800 centers / 46 states / 11M members).

Landscape briefing: “~900 wellness centers, 47 states, 400+ organizations, ~$2B revenue.”

Audience strategy

Member experience, framed for buyers

The “made for you” experience section sits high on the page but is written through a B2B lens — every callout ties the member’s care back to employer value (less time away from work, healthier people). It reassures buyers the member experience is strong without diverting the page away from the enterprise sale.

RFP: “Balance clarity for enterprise buyers with approachability and trust for members.”

SEO / AEO + E-E-A-T

Proof built for answer engines

Outcomes are structured as discrete, citable stat blocks anchored by a named third-party validator (Milliman). This reinforces Experience, Expertise, Authority & Trust and makes the clinical claims easy for AI answer engines to surface and attribute.

RFP scope: “reinforce E-E-A-T, especially for clinical and outcomes-based claims… support AI-generated summaries, citations, and answers.”

B2B2C architecture

Distinct paths per audience

Four clear entry points map to the RFP’s named buyer and influencer segments — employers, consultants/brokers, health plans, and unions/Taft-Hartley. The card system is built to extend to tribes and verticalized industry/solution pages without redesign.

RFP audiences: “employers, unions, tribes, health plans… benefits consultants, brokers.” + IA built “for B2B2C complexity and verticalization.”

Repositioning

The merger story

A dedicated, restrained band states the combined-entity narrative without overwhelming the homepage. Copy frames the merger as complementary: Premise’s clinical and operational depth + Crossover’s experiential, design-forward member experience.

Landscape briefing: “honor Premise’s clinical credibility and Crossover’s experiential elegance.”

New: Recruitment

Dedicated talent section

A homepage-level careers moment — new versus the live site — surfaces recruitment as a first-class priority, leaning on “employer of choice” and a clinician-first culture, with role categories and a link to the existing jobs portal.

RFP: “comprehensive recruitment marketing strategy… positions Premise Health as an employer of choice.”

Visual direction

A single direction that keeps Premise’s teal equity while modernizing the experience — editorial type paired with a refreshed, brighter palette.

Typography

Lora (Semi-bold) — editorial serif for headlines, adding warmth and credibility
Acumin Pro Wide Ultra Black — an all-caps callout word inside each headline for emphasis
Helvetica Neue LT Pro — clean, neutral body copy throughout
The serif/sans pairing signals a more premium, considered brand than the current site

Color

Deep teal #004042 — primary brand anchor, carried from Premise’s equity
Ocean blue, navy & soft sky blue — an expanded cool range for depth and audience cards
Signal red #D03D26 — a confident accent for CTAs and highlights
Amber — a warm tertiary used sparingly across icons and detail

Numbers: live site vs. this concept

Metric	Live site (pre-merger)	This concept (post-merger, conservative)
Wellness centers	800	≈900
States	46 + Guam	47 + Guam
Organizations	400+	400+
Members	Millions / 11M+	Millions (kept soft where figures vary)
Cost-of-care savings	30%	30% (published claim retained)

Carried through from scope, ready to build out

Accessibility & compliance: semantic headings, focus states, alt-text-ready image slots, sufficient contrast, and reduced-motion support are built in from the start.
Governance-ready components: the page is assembled from a small, reusable set of section and card patterns intended to seed a self-serviced component library.
5-year platform horizon: structure favors reuse and recombination across campaign landing pages and sales enablement, per the long-term governance requirement.

Open questions for the next round

How visible should the merger be long-term — a permanent homepage band, or fade it down once the combined brand is established?
Confirm the official post-merger member/lives figure we’re cleared to publish.
Do we want a tribes/Taft-Hartley card surfaced on the homepage now, or kept to the “Who We Serve” hub?
Sign-off on the Conservative Refresh direction so we can lock type and color tokens.