Content + Visual Development, Brand Strategy, Web Development, Print Marketing

IBA International Benefits Administrators (IBA) is a third party administratorthat specializes in self-funded health & dental plans with an emphasis on personalized services and efficient plan management.

We were hired to develop a new brand direction by elevating the creative visual and content brand messaging. Starting with developing the printed corporate capabilities kit, we then moved to the building the website for the launch.

IBA - Brand direction project

“Give CLARITY to your benefit plan. Take a CLOSER LOOK at IBA—was the theme that the entire brand was created around”

Behind the Scenes

We built a visual brand around this company’s quality benefit services. We promoted IBA’s extensive experience in administering health plans based on their principal of professionalism and total commitment to the client. Our approach to the end-to-end branding revealed meaningful insights to create strategies that engage the customer, building long-standing relationships.

Client: IBA International Benefits Administrators

As a recent client of Sharkey Advertising, I’d like to commend Fran Sharkey and her staff on the excellent level of attention and commitment brought to our new branded marketing materials campaign. We are thoroughly pleased with the collaborative efforts between the Sharkey organization and ours. We are very happy with the creative ideas that were presented at the finalist meeting. There is continuity in theme/feel throughout the materials developed including corporate capabilities spiral presentation booklet, folder with insert, new logo, promotional giveaways and new website. We solicited bids from several other advertising agencies and Sharkey’s proposal was very comprehensive and was the best price for what was to be delivered. Sharkey Advertising has been very flexible in working with our team to get all the projects completed in a timely manner.

— Tom Giordano, Vice President, TPA Administration, IBA


What is successful branding and brand direction

  • Deliver a clear and consistent message. Customers need to understand exactly what you offer.
  • Provide an emotional connection for your customers.
  • Target a specific customer base
  • Compels customers to purchase your products or services
  • Helps establish customer loyalty

Successful branding is a way to portray to your customers what your company is and what exactly you provide in terms of products or services. If customers can relate to the image your company presents through its branding, they will purchase your goods and services and share their experience of your company with others.