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Leading the future of health and wealth
HSA Bank, long recognized as the leader in Health Savings Accounts, needed to evolve as its portfolio expanded and competition intensified. The brand refresh revolved around HSA Bank’s purpose “Clearing the way to confidence” and focused on modernizing the logo, color palette, and design system to be digital-first while retaining core equity. A bold new symbol, approachable typography, authentic photography, and a flexible graphic language create a more human and engaging identity. The new brand identity tells a story that inspires confidence, deepens emotional connection, and positions HSA Bank to lead the future of health and wealth.
