The National Organization of Life and Health Insurance Guaranty Associations is a voluntary association composed of life and health insurance guarantors of the United States and Puerto Rico. For the past 23 years, NOLHGA has worked on the behalf of insurance policy holders to provide protection for them after their insurance company has been declared insolvent.
NOLHGA had a site that was functional and provided sufficient information to its users. However, its generic design and architecture was hard to interact with, and NOLHGA recognized that the site did not speak to its users in a way that expressed its understanding. NOLHGA wanted to speak to users and their needs, to be sensitive to each person and his or her state. NOLHGA needed a rebranding so that it could convey a tone that users would likely be more receptive to - a site that acknowledged users as actual people and not just website hits.

BrowserMedia worked with NOLHGA to develop a clean, functional design so that visitors could easily find the information they were seeking. The implementation of a clear navigation system helped to achieve this goal. As the association has chapters in all 50 states, the District of Columbia and Puerto Rico, BrowserMedia designed chapter sites with the same branding and tone. BrowserMedia designed a style guide so NOLHGA chapters have the flexibility to customize the template with their own individual flair while still sharing a cohesive identity with the larger association.

NOLHGA's new site has changed the way visitors can interact with and experience the benefits that the association has to offer. Design changes include more subtle imagery with sleek undertones that draw upon the professional image of the organization while at the same time recognizing the financial difficulties that visitors are often facing. Because of the delicacy of those issues, NOLHGA now provides visitors with a calming atmosphere that allows them to easily find information for their own benefit and the benefit of their loved ones.

Information Systems Manager Dan Hicks, who worked closely with BrowserMedia during the redesign process, said that the new site is a reflection of the image they wanted to convey to users. "BrowserMedia was very responsive and they had a really good vision," he said. "They were able to take what we said we wanted to convey and put it into some sort of image, to translate our needs into something more tangible. For policy holders coming to the site, we want them to feel like things are in control, and we wanted our website to do this. With the public face easy to navigate and new images and design, we can get people to relax when they come to the site and feel a sense of calm about the situation."